SOUTH KOREA. Shinsegae Duty Free has this month introduced an extensive variety of street fashion brands targeting the global MZ generation (Millennials and Gen Z) who grace the retailer’s store in Myeong-dong, Seoul.
The store has solidified its position as a differentiated shopping attraction in Myeong-dong by giving debuts to new entries such as Valentino Beauty, Off-White and Tamburins along with strong representation from top global luxury brands.
In addition, K-fashion brands such as Nerdy, Acme De La Vie, Fibreno and Kirsh, which enjoy a strong following at home and abroad, are set to attract considerable domestic and foreign consumer interest, the retailer noted.
“Some of the K-fashion brands newly entering the store are modeled by top K-pop band members who have a strong fandom not only in Korea but also abroad, and high interest from domestic and foreign fans is expected,” Shinsegae Duty Free said.
Unisex casual brand 5252 BY O! Oi, modeled by Black Pink member Rosé, is another newcomer. Customers can see the hoodie that Rosé wore in the 21 Fashion Week (FW) brand look-book, which became a hot talking point. Rosé goods are offered to those purchasing FW clothing.
Street brand FCMM, which is gaining popularity for its vibrant colours and neat design, also joins the ecletic assortment. FCMM is modeled by boy group NCT Dream, which is fast building a global fandom from Southeast Asia to South America. Customers can discover a variety of new 21AW products, including the brand’s representative fleece products with the FCMM logo, short padding jumpers, and track pants.
APIECEOFCAKE, which features a cute teddy bear character and trendy colours, and Ambler, notable for its witty teddy bear design, will also join the line-up. Popular items from APIECEOFCAKE, such as the teddy bear T-shirt worn by Blackpink’s Jennie, the blouson worn by BTS superstar Jung Kook, and the teddy bear cushion released by Seulgi of Red Velvet during a live broadcast, are expected to receive enthusiastic responses from fans, Shinsegae Duty Free said.
In addition, sporty street casual brand Crump and post-modernist street fashion label LMC are opening their first stores in the duty free channel in collaboration with Shinsegae Duty Free.
With the post-COVID-19 era “just around the corner”, Shinsegae Duty Free said that it will continue to launch new brands in response to an evolving marketplace. “We plan to meet domestic and foreign customers safely in Myeong-dong again and introduce new fashion brands to the global stage,” a spokesperson said.
