Glowny Is the K-Fashion Label Every Romantic Girl Needs
Founded by sisters Jane and Jiho Choi to help “you glow differently.”
If you love brands like Frankies Bikinis and Adanola and are looking for more fashion inspo that blends cute and effortlessly feminine aesthetics, then South Korean fashion brand Glowny needs to be on your radar.
Founded in 2020 by sisters Jane and Jiho Choi, Glowny has quickly cultivated a loyal fanbase under its empowering slogan: “You Glow Differently.” The label is all about timeless yet trendy pieces. They’re perfect for dressing up for a flirty night out, curating the perfect coquette-inspired look, or simply lounging in style. Now stocked at HBX, the Chois told the Hypebeast retail site that “the true spirit of Glowny comes from the passion and genuine stories of the women behind it.”
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Designed for those who love the perfect blend of soft romance and effortless cool, the brand debuts its first loungewear collection, “Comfy and Sensual.” The founders describe the collection as an invitation to “embrace the beauty of balance and strength found in softness.” This vision comes to life through ruffled Rara skirts paired with lace-trimmed sleeveless hoodies, dainty bloomers and cozy leg warmers. Feminine charm is woven throughout, with girly printed mini dresses, delicate camis and ultra-soft tanks adding to the allure.
Glowny’s “Comfy and Sensual” collection is available for purchase on the brand’s official website as well as on HBX. Click the gallery to get a glimpse of the designs.
For more fashion news, read about Korean fashion label, NUMBERING’s Pre-Fall 2025 collection, “The Attitude.”
