Sneakers edge out office dress shoes and high heels in South Korea

South Korean stars like singer Jennie (left) and actress Han So-hee (right) are ambassadors for sports brands such as Adidas and Fila. PHOTOS: ODDATELIER/INSTAGRAM, FILASOUTHEASTASIA/INSTAGRAM

UPDATED May 29, 2025, 11:30 AM

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SEOUL – In 2025, sneakers are not just a staple, but also the main event.

From minimalist streetwear to quiet luxury to even formalwear, they have become the unshakable foundation of fashion identity. Once ruled by dress shoes, South Korea’s style landscape is shifting towards comfort and versatility.

No longer bound by the old adage that “beauty comes at a price” – often pain – today’s trendsetters are redefining elegance on their own terms. The towering high heels once endorsed by fashion legends have been dethroned in favour of flat, colourful sneakers that match feminine dresses and sharply tailored jackets.

This change is perhaps most visible in the workplace.

Dress shoes – long considered essential for professionals – are being phased out, replaced by sneakers as the new go-to item for the daily commute.

Corporate dress codes have loosened in recent years, and sneakers now dominate the emerging aesthetic of the modern office look.

Today’s trend is not just about wearing sneakers, but also about styling them with intentional contrast. Pairing couture jackets with leggings, or structured coats with sweatshirts, people are boldly combining polished elements with athletic ones.

And fashionistas are investing strategically. The sneaker trends in 2025 range from time-tested classics like the Adidas Samba and Puma Speedcat to innovative models from New Balance and Fila.

Adidas, in particular, remains a powerhouse.

Since early 2025, sleek, tapered designs inspired by taekwondo shoes have been surging in popularity. Suede-insert styles, which gained traction in 2024, continue to hold strong.

The global retro craze has further fuelled Adidas’ rise, aided by its ambassador, South Korean singer Jennie of K-pop girl group Blackpink. After the 29-year-old was spotted wearing the Tokyo and Taekwondo models, both styles went viral as “Jennie shoes”, creating explosive demand.

Jennie of K-pop girl group Blackpink in Adidas. PHOTO: ODDATELIER/INSTAGRAM

The silver trend , especially for summer, is another breakout story.

New Balance is capturing the moment with its 740 model in white silver. With its sharp silhouette and two-tone overlays, the sneaker’s futuristic colourway and clean aesthetic have become a fashion favourite.

Since the start of the 2025 spring-summer season, the brand has had a visible presence on the feet of celebrities and influencers, cementing its status as both sporty and elegant.

Fila, too, has found renewed cultural momentum.

The brand’s Echappe Silver Moon model, with its sporty line patterns and logo-less side panel, channelled a refined gorpcore vibe. South Korean actress Han So-hee’s starring role in the campaign helped reinforce Fila’s presence among younger consumers. Now, Echappe Version 2 has launched, again sparking a frenzy after being worn by celebrities like American model Hailey Bieber.

South Korean actress Han So-hee is the global ambassador for Fila. PHOTO: FILASOUTHEASTASIA/INSTAGRAM

Puma is another brand to watch.

Known for its bright colours and edgy styling, it continues to enjoy support from figures like Blackpink singer Rose, who recently became its global ambassador as the face of the Speedcat line. The new Speedcat models – including the Speedcat Ballet, a ballerina shoe-inspired silhouette, and Speedcat Go, a Mary Jane-style sneaker – are injecting playfulness and innovation into the market.

Blackpink singer Rose in Puma’s Speedcat sneakers. PHOTO: PUMASPORTSTYLE/INSTAGRAM

The sneaker surge is having a tangible impact on sales. According to Musinsa, South Korea’s leading online fashion retailer, the sneaker category grew by 115.7 per cent in 2024. In contrast, the dress shoe category grew by only 32.2 per cent.

In fact, major South Korean footwear brands are struggling. Tandy, a formal footwear brand, saw 2023 revenue fall 9 per cent to 102.9 billion won (S$96.4 million). Misope, a women’s formal footwear brand, reported a 12.4 per cent decline to just 69 billion won. Esquire plunged 33.1 per cent, from 73.3 billion won in 2022 to 49 billion won in 2023.

The decline of dress shoes is especially apparent in offline retail.

Department stores, once strongholds of the formal shoe industry, are scaling back. At The Hyundai Seoul in Yeouido, a recent renovation saw the third-floor dress shoe section cut by half, slashing the number of brands from 13 to four.

Similarly, Shinsegae Department Store in Myeong-dong moved its dress shoe section from the third to the sixth floor and downsized from 12 brands to just two.

Taking their place? Sneaker and running shoe brands. The once-niche market for running shoes is now a major player, even in South Korea’s top department stores.

The nation’s sneaker market reflects this momentum. According to Euromonitor International, the industry grew from 2.78 trillion won in 2021 to 3.42 trillion won in 2023. The 2024 figure is estimated to have surpassed 4 trillion won.

Experts agree that this is not a fleeting trend.

“Workwear has changed,” said stylist and fashion YouTuber Kim Ji-hye. “Mixing sneakers into formal and business outfits is the norm now. Why wear uncomfortable shoes when you can look better and feel better in sneakers?”

She added: “And the brands are killing it every season. The hottest sneakers sell out fast and go for more on resale apps like Kream and Karrot.” THE KOREA HERALD/ASIA NEWS NETWORK

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