Shinsegae Casa's JAAH launches 2026 fall-winter collection targeting urban women

Shinsegae Casa's women's fashion brand JAAH unveiled its 2026 fall-winter collection Thursday.

Built around the slogan "MIXFIT, AM to PM," the collection proposes a city casual wardrobe that moves naturally across the full arc of a day — from the morning commute to afternoon walks, workouts and leisure. Rather than dressing for specific times or places, the brand encourages customers to mix pieces of different moods freely, creating a single look that works across multiple situations.

The second fall-winter collection from JAAH expands the outerwear lineup with pieces designed to balance warmth and style. The new items feature generous volume, three-dimensional silhouettes and combinations of contrasting textures.

The collection is designed to pair naturally not only with new arrivals but also with previously released sleeveless tops, trousers and skirts. The brand said the approach lets customers extend the usefulness of what they already own by adding new pieces, regardless of season.

Outerwear anchors the lineup, centered on fleece in a range of textures and no-quilt padding that conceals its stitching for a clean finish. The fleece jackets span from pieces with a soft, voluminous feel to those with a smooth, refined surface. The padded outerwear pairs a relaxed silhouette with warmth and minimal design.

The knitwear and wool category has also been strengthened. The range runs from fitted knit tops to relaxed pullovers and cardigans, all designed to layer with trousers, skirts and outerwear. Accessories — including a belt bag and a reversible fleece hat — round out the offering.

JAAH plans to expand its offline presence alongside the collection launch, operating pop-up stores in Hannam-dong, Seoul, and at major department stores across the Greater Seoul area to raise brand awareness.

Shinsegae Casa has been broadening its brand reach beyond its core furniture and interior business into lifestyle categories including fashion. JAAH reflects that direction — focusing less on seasonal product turnover and more on building a wardrobe that mixes new and existing pieces, while using the Hannam-dong and department store pop-ups to give consumers direct brand experiences.

"This collection was inspired by the lifestyle of urban women who move fluidly through the many moments of a day, from work to leisure," a JAAH representative said. "We hope customers enjoy expressing their own style more broadly through JAAH's 'MIXFIT' pieces, which are designed to be combined freely across different materials, silhouettes and seasons."