Glowny Is Serving Coquette-Core With a Dark Academia Twist for FW25

If you thought internet aesthetics had run out of mashups, Seoul-founded brand Glowny just proved you wrong. Launched by sisters Jane and Jiho Choi under the tagline “You Glow Differently” (and honestly, you kind of do), the label has made a name for itself blending soft, romantic whimsy with just the right dose of edge.

For Fall/Winter 2025, Glowny’s collection “Uphill” is, quite literally, about the climb. The climb towards self-discovery, resilience, and probably finding a plaid mini skirt that won’t fall apart after two washes. The lineup swings between coquette-core sweetness and dark academia brooding, giving us ruffled lace trims, oversized jackets and enough layered textures to make Rory Gilmore ditch her cable-knit sweaters. It’s flirty, it’s feminine, and it’s the perfect “meet me at the library, but make it fashion” energy.

The collection’s slogan — “At my own pace, where I belong” — feels like the kind of mantra you want embroidered on a blanket while sipping coffee in a too-expensive café. And the clothes? They’re versatile enough for date nights, winter city breaks, or simply making a dramatic supermarket entrance in your fluffy jacket. (We won’t judge.)

Beyond the clothes, Glowny is officially levelling up with the opening of its first concept space, the House of Glowny, in Dosan, South Korea. Designed as a home-meets-hub, it’s more than retail — think curated lifestyle objects, cultural collabs and a touch of “oh, you had to be there” exclusivity. In other words, it’s the brand in 3D form.

Glowny

The first and second drops of “Uphill” are already live on the brand’s website, with the third drop releasing October 13 and landing soon at HBX. So yes, if you’re manifesting your Gilmore Girls fall era with a side of coquette-core, you might want to move quickly.

Daniel Usidamen

Author

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