Shin Soo-jin, CEO and designer of Kelly Shin, poses after her debut show titled "To the Shore" during Seoul Fashion Week in Seoul's Dongdaemun Design Plaza, Tuesday. Courtesy of DINT

Kelly Shin, launched in 2017 by designer Shin Soo-jin, is the most conspicuous star among Seoul Fashion Week's newcomers this year.

This premium line from the renowned brand DINT has gained rapid popularity as "the brand loved by Korean celebrities," especially after its outfits were worn by stars in hit dramas such as "The Glory" (2022) and "Queen of Tears" (2024).

Earlier this year, the brand received significant attention when Lee Boo-jin, CEO of Hotel Shilla, was spotted wearing DINT during a publicity stunt, highlighting its status as an affordable yet fashionable local brand.

Shin, a former wedding dress designer, agrees her brand's meteoric rise has been helped by K-dramas' global popularity.

"With the global popularity of K-dramas, the fashion of the leading actors has garnered significant attention. We have been receiving numerous inquiries from overseas customers about celebrity outfits and since last year's Paris pop-up store, we've seen a substantial increase in international customers visiting our stores to make purchases," the designer said told The Korea Times before her show at Dongdaemun Design Plaza in Seoul, Tuesday.

The Kelly Shin collection, designed by Shin Soo-jin, is seen during Seoul Fashion Week in Seoul's Dongdaemun Design Plaza, Tuesday. Courtesy of Seoul Fashion Week

DINT and its haute couture version Kelly Shin are characterized by vivid colors, maxi length and bold designs. The designer said the brands' designs are especially crafted to make every woman feel extraordinary at any occasion. With a strong emphasis on balance, the aspiring designer aims to create a look that is both sophisticated and understated by pairing bold colors with simple designs, or intricate details with basic color palettes.

Shin said her former profession as a wedding dress designer has been greatly incorporated in the design philosophy.

"On the day you walk down the aisle with your beloved, every detail matters. After working years in the industry striving to make the bride the center of attention, such pursuit of creating unforgettable moments and enhancing a bride's beauty is also reflected in my current brands' designs," she said.

"Designs can be explained by the concept of a 1/4 inch. I pay meticulous attention to even the smallest details, as a mere 1/4 inch can significantly alter the overall look of a garment."

Kelly Shin's 2025 Spring/Summer collection, titled "To the Shore," draws inspiration from the ocean — from its deepest depths to the sandy shore. Reflecting elements like coral reefs and the shimmering imprints left by ripples in the sand, the collection transitions seamlessly from deep-sea mysteries to beachside splendor. Shin employs vibrant colors and dynamic patterns to bring to life the liveliness of nature.

The dressroom of Hong Hye-in, protagonist of of tvN's megahit drama "Queen of Tears," features dresses by DINT. Courtesy of DINT

DINT is expanding into Southeast Asia, using Singapore as its hub, and Europe as well. After a successful pop-up last year, Shin is now preparing for its second Paris pop-up, this time featuring the high-end Kelly Shin label. The designer will showcase Kelly Shin's new S/S collection at the Forbes France-hosted Onirique Fashion Show later this month.

Shin is optimistic about the future of Korean fashion, believing it holds immense potential.

"K-fashion is a dynamic industry brimming with creativity and innovation, and I see it poised for substantial growth. Through our pop-up stores in global markets and collaborations with local brands, we're actively strengthening the international presence of K-fashion," she said.

"DINT has played a pivotal role in shaping the identity of K-fashion, thanks to its distinctive brand identity and captivating brand story. I aspire to see our fashion labels expand beyond Korean borders, contributing significantly to the growth of K-fashion as a leading global force."

Visitors look at DINT collection during the Korean fashion brand's first Paris pop-up event in this 2023 photo. Courtesy of DINT