English
Kim Ju Ae's wardrobe as a propaganda tool for succession
Since her first public appearance in November 2022 at the age of nine, Kim Ju Ae — the daughter of North Korean leader Kim Jong Un — has been increasingly visible at state events, from ballistic missile launches to military parades and official ceremonies. According to a comprehensive analysis by the BBC and corroborated by South Korean intelligence, her evolving wardrobe is not a matter of personal style but a carefully orchestrated propaganda campaign designed to groom her as the next supreme leader of North Korea. In February 2026, South Korea's National Intelligence Service (NIS) reported to the National Assembly that Kim Ju Ae, now believed to be around 13 years old, has formally entered the process of being designated as her father's successor.
From simple beginnings to sophisticated symbolism
At her debut alongside her father next to a massive ballistic rocket, Kim Ju Ae wore a simple black pantsuit and a white padded jacket, her hair in a ponytail. Since then, her attire has evolved dramatically. Analysts note three distinct fashion phases, each serving a specific political purpose.
Mirroring her mother: Projecting maturity
On formal occasions, Kim Ju Ae appears in tailored suits and skirts that closely resemble the wardrobe of her mother, Ri Sol Ju. According to Cheong Seong-chang, deputy director of the South Korean Sejong Institute, this is a deliberate strategy. 'Since Ju Ae is still very young, her age could be seen as a potential weakness for a future leader. The regime appears to have her wear formal outfits similar to her mother's as a way to conceal her youth and project a more mature image.'
Twinning with her father: The leather jacket phase
At military bases and other rugged locations, Kim Ju Ae is frequently photographed in black leather jackets and trench coats — the signature style of her father. BBC journalist Sangmi Han calls this 'image replication,' a tactic previously used by Kim Jong Un himself when he dressed to resemble his grandfather and North Korean founder Kim Il Sung in the early years of his leadership. Cheong notes that the North Korean Propaganda and Agitation Department (PAD) plays a central role in orchestrating these visual cues. 'The PAD orchestrated a series of processes that naturally transferred the reverence for Kim Il Sung to Kim Jong Un,' Cheong said. 'Now they are doing the same for Ju Ae.'
Luxury brands and elite differentiation
Perhaps the most striking aspect of Kim Ju Ae's fashion is the use of Western luxury brands. In March 2023, she was photographed wearing a Christian Dior Kids hooded down jacket valued at approximately $1,900 while watching a Hwasong-17 intercontinental ballistic missile launch. The same year, she wore a partially transparent blouse at a housing ceremony in Pyongyang — an outfit that state media subsequently banned ordinary citizens from wearing, labeling such styles 'anti-socialist and non-socialist phenomena that undermine the regime.'
Professor Lee Woo-young of the University of North Korean Studies explained the double standard: 'Although jeans are banned in North Korea as a Western fashion item, Kim Jong Un has been seen wearing them. No matter how much they ban foreign culture and even enact laws, North Korea is a place where there is nothing the supreme leader cannot do.'
Impact on North Korean society
The Kim family's fashion choices have created a ripple effect among North Korea's elite. Despite the 2020 Reactionary Ideology and Culture Rejection Act that bans foreign cultural influences, wealthy North Koreans are increasingly imitating the Kims. Reports from the BBC indicate a surge in luxury goods such as Chanel cosmetics and perfumes among the rich, while fur coats have become highly popular in border cities near China. Photographs have emerged of children at prestigious kindergartens wearing partially transparent blouses similar to Kim Ju Ae's, and sunglasses and leather trench coats are trending among affluent young people.
Cheong Seong-chang describes this as a 'differentiation strategy.' 'Wearing high-quality leather clothing is a way to flaunt one's special status. Leather clothing is not common among North Korean residents. Luxury brands, leather jackets, and fur coats are expensive items that ordinary North Koreans cannot wear.' The Kim family's exemption from North Korea's own laws underscores the vast gap between the ruling dynasty and the general population, who face severe poverty and food shortages while millions of dollars are spent on missile tests and luxury imports.
What this means for North Korea's future
The NIS assessment that Kim Ju Ae is being formally designated as successor marks a pivotal moment. If she ultimately assumes power, she would be the first female leader in North Korea's history — a significant shift in the deeply patriarchal society. However, some defectors suggest alternative explanations for her public prominence: she may be used to soften Kim Jong Un's image as a family man, or the regime may be trying to create a homegrown fashion icon to counter South Korean cultural influence. Regardless of the motive, one thing is clear: every outfit Kim Ju Ae wears is a message — and the world is watching closely. The future of North Korea's leadership may well be shaped by these carefully curated fashion choices.
Frequently Asked Questions
How old is Kim Ju Ae?
Kim Ju Ae is believed to have been born in 2012 or 2013, making her approximately 13 years old as of 2026. North Korea has never officially confirmed her birth date.
What does Kim Ju Ae's clothing signify?
Her clothing is part of a deliberate propaganda strategy. Formal suits project maturity to mask her young age, leather jackets mirror her father's style to reinforce authority, and luxury brands like Dior differentiate the Kim family from ordinary citizens while signaling elite status.
Is Kim Ju Ae confirmed as North Korea's next leader?
South Korea's National Intelligence Service reported in February 2026 that she has entered the process of being formally designated as successor. While not yet official, her increasing prominence and the regime's careful image-building strongly suggest she is being groomed for the role.
Why does North Korea ban Western fashion but allow the Kim family to wear it?
North Korea's 2020 Reactionary Ideology and Culture Rejection Act bans foreign cultural influences for ordinary citizens. However, the ruling Kim family is exempt from these laws. This double standard reinforces their absolute authority and elite status above the law.
What has been the public reaction inside North Korea?
Among wealthy North Koreans, there has been a trend of imitating Kim Ju Ae's style, including wearing fur coats, leather jackets, and luxury accessories. However, for the general population living in poverty, such items remain completely unattainable, highlighting the extreme inequality in North Korean society.
Sources
This article is based on reporting by the BBC, South Korea's National Intelligence Service (NIS), the Sejong Institute, the University of North Korean Studies, and analyses by Sangmi Han, Cheong Seong-chang, and Lee Woo-young. Additional reporting from Radio Free Asia, The Chosun Ilbo, and the South China Morning Post.
Follow Discussion