By Leandro Infante
The first concepts that come to our minds when we hear the word Seoul are, without any doubt, things like technology and scientific advances. However, the South Korean capital has another side: the fashionista, and that’s the one we’re going to explore here.
Gangnam is the new Seoul’s It place, and its shops are places where luxury is honored. Although the most interesting thing of all is that in each place there is a careful curatorship of everything that is sold.
Boonthe Shop, Space Mue and 10 Corso are just some of the famous spots and they are led by “Cheabols”, which, in the city’s dialect means “richness clans”. The importance of chaebols in the South Korean economy started in 1960 when the government used them as trade institutions to modernize the economy.
The Cheabols are who most promote fashion in the country. And there two of them that foster like nobody else the fashion world: one of them is called ChungYoo-Kyung, president of the luxury department Shinsegae, and the other one is called Lee Seo-Hyun, second daughter of Samsung president Lee Kun-Hee. Both of them donate for all kind of fashion projects. In fact, once they joined to develop a kind of Fashion Week where the main attraction was Karl Lagerfeld.
Where to buy in Seoul?
Rare Market
It is known for being chaebols free and for its special selection of emerging luxury brands products such as Jacquemus, RosieAssoulin, Isa Arfen y Marques Almeida.
The place opened its doors in 2014 and its name was suggested by G-Dragon, one of the icons of the most influential styles of Asia and K-Pop idol. The musician’s influence, without any doubt, helped the site to be popular right from the beginning.
Starfield
It is one of the newest places. It opened in 2016 and it is placed in a flourishing suburban area.
Starfield offers a smart buying method that includes customized attention and image consultancy in each store. Regarding firms, its system is very innovative. In the first floor H&M and Zara stand opposite to Calvin Klein Jeans, Hugo Boss and Armani Collezioni. Besides, on other five levels there are Korean luxury brand such as Wooyoungmi, Juun J and Solid Homme, and European famous brands such as Prada, Hermès, Chanel and Louis Vuitton.
The Doota Tower
With unconventional opening hours, opened since early in the morning till 2AM, Doota Tower seeks to mix luxury brands with emerging ones. Doota Tower has its own brand, which is designed by its owner, a Cheabol heir that tries to foster the retail industry.
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