Fashion brand "Songzio" created the comeback outfits for idol group BTS, drawing worldwide attention. The BTS outfits unveiled at the performance on the 21st in Gwanghwamun, Seoul, left a strong impression with an original design that combined Korean sentiment with a futuristic sensibility.
The person who produced the outfits is Song Jae-woo, 32, Songzio CEO and creative director (CD). The son of Chairman Song Zio, it was the moment when his name, as a second-generation executive and designer leading the brand, came to the fore on the global stage.
We met CEO Song on the 30th. Songzio is a designer brand corporations founded in 1993 by Chairman Song Zio, a first-generation designer, under his own name. Including its affiliates such as womenswear, Songzio posted 100 billion won in revenue last year, achieving its best results since its founding. It is currently doing business in 35 countries, including Korea, the United States, Europe and Asia.
Song has served as CEO since 2017, overseeing both design and management. More than a simple "second-generation executive," he is a designer who directly shapes the brand's aesthetics and direction. "I consider concept and story most important," he said. "I complete a collection as a single story from beginning to end." In practice, every Songzio product passes through his hands.
The design of the BTS outfits also embodies this philosophy. Over roughly two months of work, Song produced more than 70 outfits, not only for the seven BTS members but also for the master singers, musicians and dancers who took part in the performance. It was not just stage costuming but the creation of a single narrative.
Song said, "I wanted to depict a heroic image based on Korean elements," adding, "I expressed the force to move forward again by combining the West and the East, the past and the future." He went on to describe it as a "Lyrical Armor" concept that merges the image of a warrior's armor with the sensibility of a sori-kkun (traditional singer).
Song communicated closely with BTS to fine-tune each person's character. BTS leader RM was interpreted as a hero, Jin as an artist, Suga as an architect, J-Hope as a sori-kkun, Jimin as a poet, V as a young nobleman, and Jungkook as a pioneer. Observers say this goes beyond simple styling to realize "storytelling fashion."
The BTS comeback performance released worldwide via Netflix became an opportunity to imprint the Songzio brand in overseas markets. Building on this, Song plans to further strengthen overseas business.
Until now, Songzio has targeted the market through a wholesale model based on participation in global fashion shows, supplying products to select shops and multi-brand shops in countries overseas. Rather than operating stores directly, it sells products through distribution partners, a structure efficient for initial market entry but cited as having limits in brand control and profitability.
Song is clearly aware of this. "Wholesale alone cannot secure the brand's future," he said. "Direct expansion comes with high expense and risk, but now is the right time to fully ramp up overseas business." He added, "With brand recognition built and K-content drawing worldwide attention, it's the timing to expand the brand."
Songzio opened a flagship store in Paris, France, in 2024, and last year additionally opened a Paris flagship store focused on the womenswear line. It plans to open a New York store in October. Song intends to increase the overseas share, currently within 10% of total company revenue, to 15%–20% by 2028. The sales targets are aggressive: 160 billion–170 billion won in 2027 and 200 billion won in 2028.
The New York store in particular will be built as a "cultural platform" beyond a simple retail space. This model has already been tested in Korea. In 2024, Songzio opened Galerie Noir in Sinsa-dong, Seoul, a multi-purpose cultural space that sells brand products while exhibiting works across genres such as contemporary art, painting and crafts.
Song said, "We plan to build the New York store as a multi-purpose cultural space as well," adding, "We are considering ways to present Korean culture in a multidimensional way through the space." He continued, "We plan to exhibit works by artists across diverse fields, including installation art, painting and crafts."
Brand expansion is also accelerating. Songzio is currently strengthening its accessories line, including jewelry and bags. In the second half of this year, it plans to broaden into lifestyle products such as perfumes and scented candles. "Our goal is to propose the aesthetics and overall lifestyle the brand pursues beyond apparel," Song said, "and to leap forward as a global comprehensive fashion brand."