Is Brunello Cucinelli the New Power Suit? Fashion Choices of Lee Jae-Yong and Chung Eui-Sun

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Lee Jae Yong, chairman of Samsung Electronics, and Chung Eui-sun, chairman of Hyundai Motor Group, have both been photographed wearing the same luxury-brand padded vest — a coincidence that’s set the fashion world among business leaders abuzz.

Industry sources say Lee Jae Yong returned to Seoul on the 13th after a European business trip, arriving via the Seoul Gimpo Business Aviation Center (SGBAC) in Gangseo District.

His arrival outfit caught eyes: a white padded vest layered over his suit prompted renewed interest in the piece.

The vest is from the Italian label Brunello Cucinelli and is reported to cost around 5.6 million KRW (about $3,752), though it’s currently sold out.

This wasn’t the vest’s first outing. In a YouTuber’s Kyoto travel video from last September, Lee Jae Yong was filmed eating solo at a ramen shop while wearing the same padded vest he later wore upon returning to Seoul.

Photos have also captured Chung Eui-sun wearing a padded vest from the same brand.

Last October, Chung turned up at the so‑called “kkanbu gathering” at a chicken restaurant in Samseong‑dong, Gangnam, wearing a Brunello Cucinelli goose‑down vest.

The meeting drew extra attention because Jensen Huang, CEO of Nvidia, and Lee Jae Yong were also in attendance.

Online reactions ranged from playful to practical. Some commented, “It’s somehow meaningful that true kkanbu partners Lee Jae Yong and Chung Eui-sun are wearing the same brand,” while others noted, “Brunello Cucinelli pieces are very functional — no wonder the chairmen favor them.”