Founded in 2016 in Seoul, OSOI quickly made its mark in the highly saturated leather goods market. Moving against trends and fleeting fashions, the South Korean brand stands out with timeless designs and audacious geometry. No flashy logos, no forced viral strategy: OSOI moves at its own pace. A closer look at a visual signature that remains instantly recognizable.
A muted Fall-Winter 25 collection
This season, OSOI reinforces its status as a discreet yet highly coveted brand with a perfectly executed Fall-Winter 2025 collection. Among the standout pieces are eagerly awaited reissues, starting with the Boat-Wide model, a baguette bag with rounded contours that has become iconic. For autumn, it comes back in navy blue suede, a soft material with a deep hue that further enhances the design’s rounded shape.
Another cult model reimagined: the Shoulder Brocle, which draws on belt aesthetics to make it the main ornament. This season, the strap can be adorned with small removable charms, a playful nod to customization without ever tipping into excess. A piece that perfectly encapsulates OSOI’s DNA: functional, structured, yet with a subtle twist.
The Shell Brot model, a kind of semi-rigid tote, completes the star trio. Rendered in mustard yellow, it suddenly takes on the role of a statement bag, meant to be seen, carried by hand or tucked under the arm as a standout piece. All these models are also available in two sizes, a thoughtful detail that adapts the accessory to daily life without ever compromising its silhouette.
Polished campaigns that speak without shouting
In 2024, OSOI made a strong impression with a Paris pop-up in the heart of Le Marais, a sign of its carefully measured move onto the international stage. The event also served as a manifesto: asserting a bold visual aesthetic while nurturing ties with industry professionals, from the press to concept stores.
OSOI continues to cultivate its connection with Paris, notably by working with local photographers for its many campaigns. On one hand, the collaboration with the duo Lebon + Bourgeois produces pared-down, almost sculptural images. The bag rests on a nude female body as if on a pedestal. Light, framing, shadows, everything is designed to highlight the rounded form of the bags.
By contrast, visuals by Pierre Tostain inject a playful dimension into the accessories. The bags are shot against brightly colored backdrops, accompanied by everyday objects: a candy wrapper or a plastic ball. A way of reminding us that a bag, however well-designed, remains an everyday object meant to be used, even worn.
A quiet yet steady rise
Today, OSOI is no longer a “brand to watch”, it is an established name. The recent opening of its first flagship in Seoul, spread across two floors, marks a new milestone. Alongside the bags, the store also offers a selection of clothing, accessories, and exclusive pieces, all conceived in line with OSOI’s spirit: understated yet confident.
Success isn’t measured only in square meters. It’s also seen in the hands (and on the feeds) of countless personalities. Kylie Jenner, Olivia Rodrigo, Ashley Park (spotted with an OSOI in Emily in Paris), and Selena Gomez have all been seen carrying one of the brand’s iconic models. An organic, understated presence that perfectly matches OSOI’s aura, quietly essential.
By rejecting the dictatorship of trends while cultivating a clear visual identity, OSOI has established itself as one of the most relevant brands of the moment. At a time when luxury is being excessively digitalized, it offers something different: intelligent, lasting, desirable design that doesn’t need to overplay its hand to make an impact. And perhaps that is precisely the key to its success: never shouting louder than the bag itself.
