The native South Korean label 5252 by O!Oi was founded by designer Jung Ye Seul in 2011 as a sub-brand of O!Oi. Practical daily casualwear is the staple. The latest S/S 2022 collection integrated sexy and workwear elements into the brand DNA to reinterpret the classic preppy style in a flamboyant and hot way.

The Korean niche brand GROVE staples minimalist and classic casualwear. Its ‘60s fashion is deeply loved by the Korean star Jessica Jung. Themed ‘GROVE SPORT CLUB’, S/S 2022 collection injected a nostalgia mood into the athleisure clothing. Knitwear, sweatshirt and jacket were presented in sweeter and fresher colors. Cables, pleats and monograms reflected the elements of preppy style.

Founded by the Korean designer Jung Ye Seul in 2011, O!OiCOLLECTION provides new concepts of visual images in every season. The uni-sex line 5252 by O!Oi was launched in 2016. O!Oi integrates the sense of humor into American silhouettes. All-matching colors, graffiti and embroidery are fused with witty, creative details and trendy fashion. Its imaginative, bold yet minimalist style has attracted many loyal fans. O!Oi is also the representative of old school fashion. The vintage French style and creamy colors exude a strong sense of summer.

Based on the interaction data of POP users in May, J-Korea and smart casual are the major styles of girls' dress. Floral and stripe & check dominate the pattern market. Ruffle, pleating and splicing are the noteworthy crafts.

Based on the interaction data and the professional market research in May, J-Korea, smart casual and emerging design are the dominating styles. The proportion of cotton-linen style improved in May. Illustration is the trendy element for patterns, and the proportion of pastoral floral pattern is decreased. Ruffle is still the most important craft for S/S girls' wear, followed by placement embroidery and pleating.

The designer this season pays more attention to more diversified expressions. Taking clothing as the media, it is combined with graffiti, Pop Art, internet symbol, Renaissance painting and popular culture. Girls' wardrobes are developed to be more relaxing and comfortable. H-line dress, leather sandals with brand logo and functional pleated dress, designer simplifies the clothes and shows their essence.

This Top ranking of girls' dress is based on the statistics of users' interactive data of browsing and searching in January. J-Korea and smart leisurely styles occupy the most parts in January, followed by the rising emerging design style. Chinese and preppy style have lower proportions. A-line, H-line, X-line and O-line constitute the main dress silhouettes. A-line occupies the biggest proportion. Influenced by the A-line, pleating is the most popular craft, followed by decorative ruffle.

The rise of Instagram, Xiaohongshu and Douyin spawns a number of online fashion bloggers. Their dressing styles and lifestyles are imitated by many followers. In A/W 2020, many boy fashion bloggers interpret various styles via their everyday looks, including fashion outdoors, fun leisure, new preppy style and simple fast fashion.

S/S 2021 kidswear catwalks attract many international kidswear brands (BOY LONDON JUNIOR, GAP and The Children's Place), Chinese kidswear brands (Balabala, gxg.kids, MQD and COCOTREE), Chinese independent designer brands MINGCHENGZI and Little Naive, Chinese high-end gown brands PureShare and FLOWER NINE.

Due to this pandemic, online New York Fashion and London Fashion Week almost gain no attention. But more brands hold physical fashion shows in Milan Fashion Week. Paris Fashion Week from September 28th to October 6th seems even more unique. 84 brands join it; 18 brands including Dior, Louis Vuitton and Chanel hold physical shows; there are also 29 static shows. This time Paris Fashion Week focuses on eulogizing nature, French flavor and Chinese elements, to inspire people to get closer to nature, inherit French romanticism and rebuild confidence in future life.

According to data analysis of TOP 100 downloaded women's jackets in September, fashion leisure style and cotton & linen deconstructed style become main styles. Simple and sophisticated style also gains much attention. Short overcoats and A-line jackets are key silhouettes. Elastic design, drawstrings, deconstruction and piping still draw much attention.

The 2020 ISUE (International School Uniform Exposition) combines the cultural essence of British style school uniforms and sustainability, and injects novelty into school uniforms via different colors and cutting.

Petite mieux, a kidswear brand from South Korean, prevails with its simple, natural and unique fashion style. In S/S 2020, it combines high-quality fabrics with chic designs to create clothes fit for kids. This season girls' dresses stand out. Ruffle goes across the whole collection, delivering a sweet and lovely feel. Sets for boys and girls are also prominent.

icebiscuit adheres to the brand concept of youth, vitality, uniqueness and elegance. In S/S 2020, it blends red, white and blue with tennis style to bring kids to the sports ground.

In the new season, Korean markets pay more attention to keeping and innovating detail elements. Ruffle and lace make the item more girlish. Color-blocking, artistic hand-drawn patterns, and changeable sport sweatshirts endow the item with a unique look and fun. The artistic and fresh cotton & linen blouse, with drawstring, tuck, knot, string and ruffle to show the changeable Korean-style girls.

The Chinese fast fashion kidswear brand founded in 2009, SIBEIXIU, pays much attention to the market trend and the change of fashion. The more and more popular Chinese ancient style, the retro preppy style and the sportif style are the focuses of SIBEIXIU. Designers bring a classic and artistic feeling through the fashionable detail design.

Athleisure and vintage styles are dominant in S/S 2019 South Korean womenswear markets. Tie-dye is reinvented. The vintage style makes a strong comeback. Stylish details, girly candy color and classic cartoon characters all interpret the vintage style. The millennials' special patterns are eye-catching.

Dress -- Recommended S/S 2019 Items in Girlswear Markets

ETTOI -- S/S 2019 Benchmark Brands for Babies