LF’s Atcorner Undergoes Full Brand Renewal After 10 Years... Strengthening Womenswear Portfolio

Targeting Office Workers Aged 28 to 35
Practical and Effortlessly Wearable Womenswear

On September 2, LF announced that Atcorner, a contemporary womenswear brand operated by its fashion subsidiary, Yierrore Korea, will undergo a full-scale brand renewal for the first time in 10 years since its launch.

Atcorner, which was established in 2014, debuted as an edited shop retail brand positioned between manufacturing and distribution, focusing primarily on offline channels. In 2020, it shifted its strategy to become an online-exclusive brand, solidifying its position as LF’s flagship womenswear label targeting young consumers.

Atcorner Fall Winter Product Images. Provided by LF.

The newly relaunched Atcorner will primarily target women aged 28 to 35 who are office workers and prefer clean and feminine styles. The brand aims to evolve into an “easy contemporary brand” that is both practical and easy to wear, aspiring to offer “womenswear that is easy and stylish to wear.”

In line with the renewed brand identity, the logo and symbol have also been completely redesigned. An Atcorner representative stated, “While the online womenswear market is seeing the rapid emergence of brands with strong personalities, Atcorner pursues sophistication within a sense of understated simplicity that anyone can wear comfortably. Our goal is to satisfy both practicality and style by offering clothing that naturally fits into every moment of daily life, from weekday commutes and weekend dates to special occasions and travel.”

The signature items include outerwear such as down jackets, coats, and leather pieces, crafted in a range of lengths and materials for a luxurious finish. The brand proposes practical layering looks that can be worn from transitional seasons through to the coldest days, while retaining Atcorner’s unique feminine details. Notably, features such as belted details, buckles, and straps allow for two-way styling, enabling versatile outfit options, and the trendy yet understated sizing ensures a comfortable fit.

An LF representative commented, “With this renewal, we will strengthen our multi-faceted brand development strategy through our subsidiaries,” adding, “We aim to build a multidimensional brand portfolio that encompasses a variety of targets and styles within the womenswear category.”

This content was produced with the assistance of AI translation services.