After Y2K and cutesy looks, the 'mature woman look' rises

Women in their 20s and 30s embrace grown-up chic; ROEM jacket sales jump 132%

ROEM's "scoop-neck collarless jacket" styled with an H-line long skirt [Courtesy of E-Land World ROEM]
ROEM's "scoop-neck collarless jacket" styled with an H-line long skirt [Courtesy of E-Land World ROEM]

The lively, bold Y2K mood that recently dominated fashion trends is fading, giving way to a refined, so-called "mature woman look" built on polished materials and calm tones. Across the market, shoppers are increasingly seeking sophisticated pieces versatile enough for the office, exhibition visits and other outings.

According to the fashion industry on Thursday, women in their 20s and 30s have been embracing the "mature woman look." The style is defined by clean silhouettes, deep, understated color and natural feminine touches. Rather than chasing youthful trends such as the lively Y2K or cutesy look, these shoppers are gravitating toward a mature mood that clearly reflects personal taste.

Amid this shift, drama characters from two decades ago are being rediscovered. Notable examples include Han Yoo-joo, played by Chae Jung-an, from the 2007 drama series "Coffee Prince." Another is Yoo Hee-jin, played by Jung Ryeo-won, from the 2005 drama series "My Name Is Kim Sam-soon." Han Yoo-joo's effortlessly polished styling has recently gone viral on social media, dubbed "Han Yoo-joo core."

The "mature woman look" builds on basic pieces — shirts, blouses and jackets — by adding longer silhouettes and subdued colors. The same shift favors quality fabric, fit and color over bold logos and ornamentation.

ROEM's "cowl blouse" styled with an H-line long skirt [Courtesy of E-Land World ROEM]
ROEM's "cowl blouse" styled with an H-line long skirt [Courtesy of E-Land World ROEM]

E-Land World's romantic womenswear brand ROEM has benefited significantly from the trend. In the week of Aug. 31 to Sept. 6, jacket sales jumped 132 percent from the same period a year earlier, while blouse sales rose 30 percent.

The "scoop-neck collarless jacket," a signature piece from ROEM's 2026 fall/winter lineup, topped the brand's sales chart in the first week of September. Demand was strong enough that ROEM reordered stock just four days after launch. The digital ad return on ad spend for the piece reached about 1,900 percent over the same period. The "midi tweed jacket," a steady seller every season, has also performed well. It pairs easily with H-line long skirts and jeans, making it a versatile choice for work, exhibition visits and dates.

Meanwhile, interest in the "mature woman look" is also borne out by actual purchase data. Fashion platform W Concept analyzed transaction data over five days from Aug. 23 to Aug. 28, following the Cheoseo, or "End of Heat," solar term. Fall apparel transactions rose 30 percent from the previous week. By category, knitwear (85 percent), mid-heels (40 percent), tote bags (35 percent) and outerwear (20 percent) were the most popular. Deep tones such as red, burgundy and plum stood out as point colors.

ROEM's "midi tweed jacket" [Courtesy of E-Land World ROEM]
ROEM's "midi tweed jacket" [Courtesy of E-Land World ROEM]

spa@heraldcorp.com