"I Really Hate Exposure"...Why Millennials and Gen Z Are Covering Up Even in Midsummer [How We Buy Now]

MZ Generation Opts for Long Sleeves Over Sleeveless Tops

"Salantatem" Craze for Beating Both UV Rays and Air Conditioning

Editor's NoteWhat are people buying these days? From essential household goods picked up at Daiso, to cosmetics that sell out at Olive Young, and even bread that requires waiting in line to purchase. Everyday shopping scenes vividly reflect current market trends. "How We Buy Now" is a series that deciphers today’s consumer trends through the best-selling items of daily life. It explores which products are being chosen and what strategies are prompting people to open their wallets—offering an easy and engaging look at changes on the frontlines of consumption.

Summer cardigan product. Screenshot from Luan Mary online store

Although the midday temperature continues to soar above 30 degrees Celsius in the ongoing heatwave, long-sleeved tops have actually emerged as the mainstream trend in this summer's fashion market. As demand grows to simultaneously block out stronger UV rays and withstand cold indoor air conditioning, so-called "Salantatem" (items that prevent skin tanning) that cover the skin while keeping the wearer cool have become a core trend.

"It's Hot, But People Want Long Sleeves"...Searches and Sales on the Rise

'Salantatem' is a portmanteau meaning "items that prevent skin tanning." It refers to new fashion apparel and accessories that protect the skin from intense sunlight without compromising on style. Whereas summer fashion in the past centered on thin, short, and revealing clothing, recent Millennials & Gen Z trends have shifted toward stylish cover-ups that conceal the skin.

According to W Concept on the 4th, from May 1 to 28 this year, searches for linen cardigans, linen shirts, sheer shirts, and see-through shirts increased by 30% year-on-year, while sales of related items rose by 50%.

Summer cardigan product. Screenshot from Weatherday online store

At Musinsa, "Salanta" searches over the past two weeks jumped 190% from a year earlier, and "Salantatem" searches rose 75%. Summer long-sleeve item keywords such as linen knit (123%), sheer shirt (119%), and sheer (115%) all saw pronounced increases. Transaction volume for long-sleeve T-shirts also grew by 104% year-on-year. As heatwaves intensify, this "paradoxical consumption"—seeking clothes that cover the skin—has become more pronounced.

Linen and Summer Knitwear "Popular"

Linen, in particular, is being re-evaluated as a core summer material thanks to its excellent breathability and light weight, allowing for both UV protection and a cool feel. At 29CM, transaction volume for linen shirts in May rose by 187%, linen cardigans by 273%, and linen knits by 294% year-on-year.

Hazzys increased its number of linen shirt styles for this year's spring/summer season by 30% compared to last year. As of the same month, sales of linen shirts increased by 50% for men's products and by 30% for women's products.

Hazzys Linen Shirt. LF

In addition, "summer knitwear" has emerged as a new category. Knit products made from cotton-linen blends or loosely woven fabrics enhanced with breathability are gaining popularity, breaking down seasonal boundaries.

Shinsegae International identified "summer knitwear" as one of this year’s summer fashion trends. From May 1 to June 10, sales of Delarana’s summer knits increased by 50% compared to the same period last year.

The Cashmere, a cashmere specialty brand operated by Handsome, also increased the number of summer cashmere and rayon-wool blend knit items by about 20% compared to last year. Actual sales of cashmere apparel for the spring and summer season rose by around 20%.

Rapid Demand Leads to Sell-Outs and Reorders

With rising demand, popular items are selling out quickly and being reordered repeatedly. At W Concept, RobeRobe’s "Airy Stripe Shirt" has gone through 17 reorder cycles, and Howtoloveme’s "Sheer Linen Shirt" has reached its 8th reorder.

Sales of Spao’s summer cardigan and summer ribbed cardigan surged by 74% in the last month, while sales of VOV’s linen shirts, sheer jumpers, and knit cardigans jumped by 184%. Industry insiders explain that demand remains so robust that many key products are already undergoing additional production.

From Parasols to Sunglasses: "Cover-Up Consumption" Expands

The "Salantatem" trend is also expanding from apparel into accessories. According to LF Mall, from April 1 to June 25, searches for "parasol" increased by 26%, "sunglasses case" by 81%, and "Salantatem" by a significant 338%.

'Poo Store Agatha Basic Baby Umbrella' sold on Zigzag. Zigzag

Demand for sun umbrellas also soared, with sales in April and May increasing by up to 480% year-on-year. In response, major brands such as LF, Hazzys, Jill Stuart New York, and Athe Vanessa Bruno are ramping up production and enhancing the functionality of related products.

From "Coolness" to "Protection": Summer Fashion Standards Have Changed

Experts see this trend not as a fleeting fad but as a fundamental shift in consumer standards. With stronger UV rays, longer summers, and a growing gap between indoor and outdoor temperatures, consumers are choosing "protection" over "exposure." At the same time, the demand to satisfy both functionality and style is growing.

An industry insider said, "As summers lengthen and UV rays intensify, more consumers are seeking products that protect their skin while keeping them cool. Demand is expanding beyond linen and sheer apparel to include a wide range of UV protection items such as sun umbrellas."

This content was produced with the assistance of AI translation services.