Shinsegae Casa's Womenswear Brand 'Jaah' Unveils 2026 Spring-Summer Collection
First Official Store to Open in Greater Seoul Area in March
Shinsegae Casa's womenswear brand 'Jaah' unveiled its 2026 spring-summer collection on March 4.
Jaah is an online-exclusive brand launched in August last year. Under the slogan "Mixfit, Am to Pm," it proposes mix-and-match looks based on layered styling, allowing for versatile outfit changes to suit a range of activities.
This season's newly introduced items are characterized by both comfortable wear and elegant silhouettes. The wide range of styling covers everything from sportswear to workwear and outfits for outings, making it possible to dress for an entire day's activities.
The first drop released on this day includes a lightweight nylon jumper with added volume, practical jackets and pants inspired by workwear, a blouse featuring shirring details and a peplum silhouette, a halterneck vest perfect for layering with various tops, and Bermuda shorts.
The 'hooded long jumper' and 'high-neck shirring jumper,' made of nylon with a mesh lining, are notable for their comfortable fit and luxurious sheen. Adjustable strings at the waist and hem allow wearers to customize the silhouette to their liking.
The crepe pants come in two designs: bootcut and biker styles. The brand is also introducing a variety of accessories, such as two-way tote bags and sheer socks, as well as modal sleeveless tops, mesh jumpers, and lightweight T-shirts made from a Tencel blend, all aimed at the spring-summer season.
The second drop is scheduled for release in early April. In March, Jaah plans to open its first official store in the greater Seoul area, expanding its touchpoints with customers.
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A Jaah representative stated, "In the future, we plan to actively share the brand story and experience with our core customers through offline stores and pop-up shops, and to engage in active communication."
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