Apparel worn by late Samsung founder's grandchildren turns heads

Shinsegae Group Vice Chairman Chung Yong-jin, front row third from left, inspects the construction site of Starfield Suwon shopping mall in Gyeonggi Province, Monday. Courtesy of Shinsegae Group

Clothing worn by chaebol families in Korea has frequently attracted public attention, particularly from individuals aspiring to wear the same items as the affluent owners of Korea's family-controlled conglomerates.

The latest example of a chaebol family member whose clothing came under the spotlight was Shinsegae Group Vice Chairman Chung Yong-jin, the son of Shinsegae Group Chairwoman Lee Myung-hee, who is a daughter of late Samsung Group founder Lee Byung-chul.

Chung became the center of attention on Monday as he was seen wearing the Dior Overshirt during his visit to Starfield Suwon in Gyeonggi Province, set to open later this month. The item is available for purchase at the brand's official Korean website for 3.1 million won ($2,300).

While he had previously shared photos of his other luxury items on Instagram, the billionaire's recent post surprised many as he was pictured wearing the Dior shirt with a helmet while inspecting the construction site of the shopping mall.

In addition, Shinsegae Group explained that his visit to Starfield Suwon aimed to identify solutions during a challenging period. The conglomerate's construction unit and the Emart discount store chain have recently experienced a decline in investor sentiment, with increasing concerns about their profitability.

Some industry officials pointed out that Chung’s apparel decorated with the French luxury brand’s large logo overshadowed Shinsegae’s efforts to overcome the crisis.

“When the chiefs of business groups visit their company worksites, they tend to put on workwear fully for the image of their companies,” an industry official said. "They meticulously attend to details such as the colors of their ties and cufflinks when they visit significant locations," the official added.

Hotel Shilla CEO and Dooeul Scholarship Foundation Chairwoman Lee Boo-jin, left, poses with female university students who received scholarships from the foundation during a ceremony at Leeum Museum of Art in Seoul, Jan. 4. Courtesy of Dooeul Scholarship Foundation

Chung’s outfit was also in stark contrast with a two-piece suit worn earlier this month by his cousin, Hotel Shilla CEO Lee Boo-jin, a granddaughter of the late Samsung founder. Shinsegae and Hotel Shilla are now rivals in the nation's retail industry.

When she granted scholarships to female university students as the Dooeul Scholarship Foundation chairwoman on Jan. 4, she wore the suit, which was made by a Korean designer brand, Dint, and sold for 119,700 won on the brand’s official website.

Her choice of attire at that time was seen as a deliberate expression of her intention to dress appropriately for the event. This observation is based on her consistent selection of luxury items for various occasions, such as wearing Chanel's tweed jacket at her son's middle school graduation ceremony last February and donning Valentino's cape at the wedding of HDC Chairman Chung Mong-gyu's son in the same month.