With all of Asia looking to the Korean capital for style direction, isn't it time you did too? As the region's primo fashion city, Seoul sets the pace for fashion, beauty and lifestyle design – here are four shops repping that quintessential K-look.
Join Korea’s most stylish with a splurge at this funky, on-trend, K-pop fashion den, owned by friends Dami Kwon (who’s famously G-Dragon's sister) and Jessica Jung. Ditching the obvious big names, uber-hot seasonal items run the gamut from iPhone cases to directional accessories to limited edition clothing, cherry-picked from Korean designers and avant-garde global labels. Peepers peeled for special artist collaborations.
24 Apgujeong-ro 24-gil, Gangnam-gu. raremarket.com
This urban concept store reps an elegant Korean aesthetic with its creative but practical spoils spanning K-made cosmetics and minimalist-cut threads to kitchen gadgets or sneakers. Homegrown designers are spotlighted, as are rare imports and Aland's own line.
78 Nonhyeon-ro 175-gil, Gangnam-gu, see also nearby branch at 13 Apgujeong-ro 10-gil. a-land.co.kr
If you’re coveting a pair of Gentle Monster’s Ami Adam shades, you might have to wait (they regularly sell out) but it’s still worth visiting the home of the haute eyewear brand made famous by Korean TV stars and Instagram idols. Each stylised shop is individually designed, but we love the Gyedong branch, housed in a 1960s bathhouse.
92 Gyedong-gil, Jongno-gu. gentlemonster.com
Stylist-turned-designer Jamie Kim is the talent behind this fabulous celebrity-loved jewellery brand, touting chunky statement brooches, gold chains and on-trend drop earrings with colourful gems. Check Jamie’s website/Instagram for pop-up events to mingle with his starry friends.
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