Modern Works is a leading apparel company in South Korea, with a diverse portfolio in the men’s, women’s and children’s categories. Their expertise goes beyond their ability to manufacture premium branded apparel. They serve as brand advocates, creating an immersive experience for consumers. Their methods focus on instilling a brand’s DNA into local, regional and international communities.
They have licensed several brands for apparel and accessories, but the partnership with Kodak stands out as one of their most significant ventures. Modern Works found a balance between the rich legacy of Kodak’s camera heritage and fashion. They’ve managed to translate Kodak’s storied history into apparel that has resonated with a broad audience.
Modern Works viewed Kodak as a brand that embodies nostalgia, creativity and trust. The timeless nature of Kodak’s visual storytelling and extensive archives presented a unique opportunity to reinterpret the history of photography through fashion.
The Modern Works marketing strategy focuses on creating content through their retail environments and sponsorships that is then used to create a strong social media presence. This strategy has propelled Kodak-banded fashion into a high-end offering, trending among younger Korean buyers.
Modern Works has opened over 120 Kodak-branded and pop-up locations in Korea, including five flagship stores in major metropolitan areas. These retail environments not only include a variety of Kodak-branded apparel, but also immersive experiences such as games, t-shirt making, and photo zones—helping consumers connect with the brand’s history.
In 2025, Modern Works opened the Kodak GwangJang Market in Seoul, a retro-themed store that combines Kodak’s film legacy with the culture of the historic market.
For years, Modern Works has worked with actors, including Kim Hye-Yoon, a popular actor and influencer in South Korea. Since late ’24, her activities on Instagram, including photos, reels, and stories featuring her modeling Kodak apparel, have generated 200k unique Instagram views, while increasing followers by 15% to over 57k.
Short videos on YouTube showcase behind-the-scenes footage and campaign highlights, with one video generating over 1M views in less than seven months.
Kodak has given Modern Works access to an extensive catalog of Kodak’s current and historic image archives, including product artwork, sample images and ads. These assets continue to inspire new apparel collections. The partnership has enabled Modern Works to tap into a growing trend of 1980’s and 1990’s inspired apparel, making Kodak-branded clothing especially popular among younger consumers.
“From the start, the relationship with Kodak has been marked by mutual trust and open communication. Their willingness to adapt and collaborate has been instrumental in making this partnership successful,” stated Karis Kim, Brand Director, Modern Works. “Their responsiveness to local market needs allows us to create collections and experiences that resonate with our customers.”
Leveraging elements of the Kodak brand, including product artwork and vintage imagery, Modern Works has exemplified how to leverage the power and history of the Kodak brand to achieve success. The success has led to launches into China, Japan, and Taiwan. Modern Works even has plans to expand outside of Asia, with its initial focus on Australia.
The partnership between Modern Works and Kodak has successfully bridged the gap between heritage and modern fashion. By leveraging Kodak’s legacy and adapting it to contemporary trends, Modern Works has revitalized the brand for a new generation, achieving significant sales growth and expansion.
“This collaboration demonstrates how a heritage brand can be successfully integrated into new avenues,” explained Clara Fort, Vice President, Brand Licensing and Strategy at Kodak. “By partnering with Modern Works, we’ve extended Kodak’s legacy into fashion, creating a fresh yet authentic experience for consumers.”
