Samsung affiliate Cheil Industries and YG Entertainment are set to target the global fashion market with the launch of a new, “total lifestyle” Korean brand.

Cheil Industries said Thursday that it has entered into an agreement with YG Entertainment, one of Korea’s leading record labels and talent agencies, to develop a new brand for the global teens and 20s market.

According to company officials, the new brand, whose name has yet to be decided, will be launched some time in the spring of 2013, and will include a wide array of different products including clothing. It will specifically target 17- to 23-year-olds, and consumers will be able to make both online and in-store purchases.

The collaboration between the two companies is expected to help showcase Korea’s unique fashion and music culture, or “hallyu,” and at the same time, expand the scope of the Korean export market beyond IT products and automobiles, a Cheil Industries spokesperson said.

This new venture will also offer growth opportunities for Korea’s up-and-coming young designers and artists, he said.

By Renee Park (renee@heraldcorp.com)