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Ju Ae emerges as potential successor
North Korea's leader Kim Jong Un appears to be preparing his daughter, Ju Ae, as his successor, analysts suggest, citing her growing public appearances and carefully curated wardrobe.
First introduced to the world in November 2022, the then-nine-year-old stood beside her father near an intercontinental ballistic missile, dressed in a white padded jacket and black trousers. Since then, her visibility has surged-she now frequently accompanies Kim at military events, missile launches, and even overseas trips.
Fashion as a political tool
Ju Ae's evolving style, dictated by North Korea's Propaganda and Agitation Department, mirrors tactics used by previous leaders to project authority. Her outfits range from formal suits resembling those worn by her mother, Ri Sol Ju, to leather jackets and fur coats-garments rarely accessible to ordinary citizens.
"As Ju Ae is still very young, her age could be seen as a potential weakness for a future leader. The regime is dressing her in formal outfits similar to her mother's to mask her youth and project maturity,"
Cheong Seong-chang, Sejong Institute deputy director
Her leather jackets, in particular, echo her father's signature style, a deliberate choice to reinforce dynastic continuity. Kim Jong Un himself once emulated his grandfather, Kim Il Sung, by adopting his clothing and hairstyles to bolster legitimacy after assuming power.
Luxury and control
Ju Ae's wardrobe underscores the stark divide between North Korea's elite and its population. In 2023, she wore a $1,900 Dior jacket during a missile site visit, while the following year, she donned a partially see-through blouse at a Pyongyang ceremony. Both outfits sparked state-backed warnings labeling such fashion as "anti-socialist" for ordinary citizens.
"Wearing high-quality leather signals special status," Cheong noted. "Luxury brands and fur coats are beyond the reach of most North Koreans."
The Kim family's exemption from rules-such as the ban on Western items like jeans-highlights their god-like status. Yet, affluent North Koreans are increasingly mimicking Ju Ae's style, with reports of Chanel cosmetics, fur coats, and even children's see-through blouses appearing in elite circles.
Image replication and power
North Korea's leadership has long used "image replication" to transfer reverence across generations. Kim Jong Un's early resemblance to Kim Il Sung, the country's founder, helped offset his inexperience. Similarly, Ju Ae's fashion choices may be designed to cultivate loyalty.
"The Propaganda Department orchestrated Kim Jong Un's appearance to mirror Kim Il Sung, making residents believe he was a reincarnation of the revered leader,"
Cheong Seong-chang
Ju Ae's Western-inspired attire also serves as a "differentiation strategy," Cheong added, signaling her family's superiority over ordinary citizens.
Defiance and trends
Despite strict laws banning foreign culture, North Koreans are adopting elements of Ju Ae's style. Sunglasses, trench coats, and even Kim Jong Un's hairstyles have gained traction among the wealthy, reflecting the regime's unintended influence on fashion.
"No matter how many laws they enact, the supreme leader can do anything," said Prof. Lee Woo-young of the University of North Korean Studies. Yet, the allure of Ju Ae's sophistication persists, turning the young heiress into an unlikely fashion icon.
