LF Maestro Marks 40 Years, Aims to Become a Luxury Menswear Leader

[Financial News] Maestro, LF’s menswear brand, is marking its 40th anniversary by aiming to become one of South Korea’s leading luxury menswear brands.
According to industry sources on the 27th, Maestro is pursuing a premiumization strategy this year, marking the brand’s 40th anniversary by strengthening its high-end line and made-to-measure services.
It will first expand its use of fabrics from Italy’s top-tier mills. It is pursuing collaborations with major Italian menswear brands, including Loro Piana, Zegna, Colombo and Piacenza. It will also strengthen Albero, its premium line produced in Italy.
It will also further segment its semi-custom services and offer tailoring suited to customers’ tastes and body types. To meet premium demand, it aims to increase the share of revenue from semi-custom services, which currently account for 30%.
It will strengthen its ceremony line, centered on the Roma Suit, launched this year to meet wedding demand among consumers in their 20s and 30s. It will also expand its selection of overseas products through its select shop, Club Maestro, including premium casualwear such as leather items.
Maestro unveiled a special collection and held an event for VIP customers to mark its 40th anniversary. On the 22nd, it invited 20 customers to Raum East, a select shop in Gangnam District, Seoul, for a talk show hosted by Mickey Kim, who runs the YouTube channel Mickeypedia. The event conveyed the brand’s identity through the theme of sprezzatura, meaning the naturalness and ease associated with Italy.
The 40th-anniversary special collection consists of five styles of suits, jackets and coats made with top-quality Italian fabrics. The brand is also holding an event in which customers who bring in a suit or jacket featuring one of the three Maestro logos used over the years receive a new shirt.
Maestro is also accelerating its overseas expansion, building on the competitiveness it has developed in South Korea. It opened its first overseas store in Ho Chi Minh City, Vietnam, in 2022, and opened its third store at Hanoi Center in April. Sales in Vietnam rose 20% last year from the previous year. The brand also plans to enter additional overseas markets.
Yoon Jeong-hee, head of LF Maestro’s business division, said, “Maestro’s 40 years represent a history of advancing the technical expertise of South Korean menswear, as well as an asset built together with customers who have trusted and chosen the brand for a long time. We will continue to combine the aesthetics of Italian menswear with South Korean sensibilities and technical expertise, and grow into the country’s leading luxury menswear brand.”
[email protected] Kang Myeong-yeon Reporter