Musinsa Standard debuts premium line, Helinox and Oheshio collaborations

Musinsa Standard opened a seasonal preview to consumers for the first time Thursday, using its 2026 fall-winter showcase to introduce a premium collection and expand the City Leisure line that has become its signature. The private label brand of fashion platform Musinsa built the event around a campaign it calls "Seoul Standard." The company describes it as an effort to carry product and brand experience tested in Seoul into overseas markets. Visitors were able to try on unreleased pieces, leave