'40th Anniversary' LF Maestro Ramps Up Premiumization Strategy

Blending Italian Aesthetics with Korean Craftsmanship and Sensibility
Boosting Competitiveness in High-End Products, Personalized Services, and Global Markets

LF, a lifestyle and culture company, said on October 27 that its flagship menswear brand Maestro (MAESTRO) is marking its 40th anniversary by moving upmarket. It will expand its use of premium Italian fabrics and its high-end product range, while offering more specialized made-to-measure services. It also plans to grow its overseas business, using Vietnam as a springboard.

Founded in 1986 under the philosophy of “making the finest men’s suits,” Maestro has adapted Italian menswear designs to Korean body types. Building on the manufacturing expertise of a suit factory established in Yangsan in 1985, it developed the “Forward Pitch” system in 2004 to better fit Korean body types. That same year, the brand gained recognition when actor Park Shinyang wore one of its suits in the drama Lovers in Paris, drawing attention to both the suit and the advertisement.

A photo from the event celebrating the 40th anniversary of LF Maestro. Photo provided by LF.

Maestro’s guiding principle is “Italian Elegance, Timeless Grace.” Centered on “soft tailoring,” which offers a flexible structure and comfortable fit, the brand combines traditional suits with contemporary design and practicality.

Maestro will increase its use of premium fabrics from Italian suppliers such as Loro Piana, Zegna, Colombo, and Piacenza. It will strengthen its “Alber” high-end line, which is made in Italy, and pursue collaborations with local menswear brands.

The brand will also expand its made-to-measure (MTM) service, which currently accounts for about 30% of total suit sales. The service will be divided into three categories: “Su Misura,” a made-to-measure option; “Anta Sartoria,” a bespoke option; and “Sartoria Italia,” an Italian custom-made option. Maestro will also expand its formalwear business to attract customers in their 20s and 30s.

Overseas, the brand is growing its business in Vietnam. After opening its first overseas store in Ho Chi Minh City in 2022, it opened its third store at Hanoi Center in April 2026. Sales in Vietnam rose by about 20% in 2025 from the previous year. Drawing on its experience in Vietnam, Maestro plans to consider entering other overseas markets.

Maestro has also launched a 40th-anniversary collection. The collection comprises five items, including suits, jackets, and coats made with premium Italian fabrics. The jackets come in “Comfort Fit,” which emphasizes a natural silhouette, and “Roma Fit,” which highlights structured elements such as the shoulders. A dedicated display space will be set up in stores from the end of October.

Meanwhile, on October 22, Maestro hosted a 40th-anniversary event at the Lium East select shop in Gangnam-gu, Seoul, inviting around 20 VIP customers. The event began with a presentation by Bae Jaehun, head of the LF Maestro team, and featured a talk show, customer networking, and premium dining.

Through November 8, Maestro is running an event under the message “Your Maestro Becomes Part of 40 Years of History,” inviting customers to verify the brand’s past logos. Customers who bring a suit or jacket bearing one of the three Maestro logos used over the years to a department store and verify it will receive a new shirt from the 2026 fall/winter collection, with the first 40 customers eligible. Five customers who donate their item will also be selected by lottery to receive a new jacket.

Yoon Jeonghee, head of the LF Maestro business division, said, “Maestro’s 40 years represent both the history of advancing the technical capabilities of Korean menswear and an asset built together with customers who have trusted and chosen the brand over many years. We will continue to combine the elegant aesthetics of Italian menswear with Korea’s refined sensibility and technical expertise, growing into a leading Korean menswear brand recognized by new generations and markets around the world.”

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