Luxurious or Trendy

Exploring K-Fashion & K-Beauty in Seoul

K-fashion and K-beauty are essential parts of the Korean cultural experience, especially if you’re planning a trip to Korea. These phenomena have gained global attention, riding on the wave of Korean pop culture’s popularity, propelled by its music, movies, and TV dramas. Fashion and beauty have rapidly followed suit, carving out their own significant niches.
Even if you’re new to the allure of K-fashion and K-beauty, a stay in Seoul will naturally immerse you in these trends. Exploring the city offers the joy of discovering a range of brands leading the way in fashion and beauty. Cheongdam Fashion Street epitomizes luxury and elegance, while Hongik University Street buzzes with youthful exuberance, ffering a different vibe. Additionally, the city boasts a wealth of choices, from vast department store outlets to unique treasures in independent flagship stores. As you plan your shopping itinerary, be prepared to explore and uncover the distinctiveness and superior quality of local brands that Seoul has to offer, hidden in every nook and corner of the city.

Thisisneverthat on Hongik University Street

#101, 1F, 32, Jandari-ro, Mapo-gu, Seoul

https://intl.thisisneverthat.com

If you’re interested in free-spirited and distinctive street fashion rather than luxurious high fashion, then, first off, head to Hongik University Street. It’s a cultural hub for young creators and various brands, attracting many foreign visitors. This area, lined with clothing stores each with their own unique charm, offers a glimpse into the fashion trends of Korea.
Among these, the Thisisneverthat store is a must-visit. It’s on the top of the list when talking about leading Korean street fashion brands. Thisisneverthat has collaborated with global brands like New Balance, Converse, and G-Shock, and even opened a flagship store in Tokyo’s Urahara, a center of street fashion in Harajuku. It’s even nicknamed the “Supreme of Korea,” highlighting its symbolic status in the Korean fashion scene.
The store on Hongik University Street is the first flagship store of Thisisneverthat.It aims to be a cultural complex offering rich experiences with frequent fun pop-up stores and live DJ performances. Checking their Instagram for any upcoming events before visiting can make your experience even more enjoyable. No matter how many clothes you want to buy, don’t miss out on the SEOUL Exclusive items! These are hoodies and t-shirts with the brand logo and “Seoul” inscribed on them. These products are exclusively available at offline stores in Korea. What better souvenir to show off a successful Seoul trip?

WOOYOUNGMI in Lotte World Tower & Mall

4F, Avenue L, 300, Olympic-ro, Songpa-gu, Seoul

https://en.wooyoungmi.com

Looking for a Korean luxury fashion brand that can rival international high-end labels? We recommend WOOYOUNGMI, a trailblazer in global K-fashion. This brand boasts several locations in Seoul, including a notable one at the Lotte Department Store, located in the iconic Lotte World Tower & Mall at Jamsil Station. This area is a shopping paradise, with a department store, malls, and even a theme park seamlessly connected, making it a wonderfully exciting shopping destination in Seoul. The environment is designed for a delightful and comfortable shopping experience.
WOOYOUNGMI, launched in 2002 by Korea’s first female designer specializing in menswear, presents luxurious and sophisticated high fashion. The brand has made its mark internationally as the first Korean member of the Fédération de la Haute Couture et de la Mode in Paris. It further cemented its reputation by opening a standalone store on the prestigious Rue Saint-Honoré in Paris, renowned for its luxury shopping.
While the price tags are steep, with jackets reaching into the millions of won and sweatshirts or hoodies priced between 500,000 to 600,000 won, their value becomes evident upon trying them on. Feel free to use the fitting rooms to explore the clothes that catch your interest! Experiencing the premium materials and craftsmanship firsthand truly reveals their worth.
For international visitors, Lotte Department Store offers excellent guide services. If you need assistance, feel free to ask the staff at the WOOYOUNGMI store or visit the information desk on the first floor. There’s also a self-service currency exchange kiosk near the information desk. And if you’re burdened with heavy shopping bags, consider using the storage service on the basement floor to make your shopping experience more enjoyable.

Amore Seongsu on Seongsu-dong Street

7, Achasan-ro 11-gil, Seongdong-gu, Seoul

www.amore-seongsu.com

For a relaxed and exploratory cosmetic experience, Amore Seongsu is the ideal destination. This innovative cultural space, created by the renowned Korean cosmetics company Amore Pacific, skillfully transforms a former auto repair shop into a stylish hub of K-beauty. Known for its meticulously curated services, Amore Seongsu offers an immersive experience into the world of K-beauty.
Upon arrival, you’ll first need to register via a QR code to receive an entrance ticket. Don’t worry, it’s a simple process, and the friendly staff are always on hand to assist. Inside, engaging activities await, such as ‘following on Instagram,’ which could reward you with instant cosmetic samples.
The Beauty Library, boasting over 1,600 beauty and skincare products, invites you to freely try products from Amore Pacific Group brands like Sulwhasoo, Laneige, Etude, and Primera. Start your exploration with a refreshing cleanse in the Cleansing Room, and then enjoy testing everything from essential skincare to vibrant color cosmetics. If you find products you like, they are available for immediate purchase.

Tamburins Haus Dosan on Cheongdam Fashion Street

4F, Haus Dosan, 50, Apgujeong-ro 46-gil, Gangnam-gu, Seoul

www.tamburins.com

Now, let’s explore the chic and modern beauty store Tamburins on Cheongdam Fashion Street. As a sister brand to the renowned eyewear company Gentle Monster, Tamburins has quickly become a standout in the K-cosmetics world. Boosted by BLACKPINK’s Jennie as its muse, the store is located in the heart of Seoul’s fashionable Cheongdam district. It’s housed within the culturally rich complex of Haus Dosan.
The store spans four floors, but the journey to the top is far from tedious. Each level offers a visually stunning and unique experience. You’ll encounter everything from a massive six-legged robot to vibrant media art, seashell-like furniture, and kinetic sculptures resembling swaying reeds. Visiting Tamburins is like wandering through a modern art exhibit.
Tamburins is particularly renowned for its hand creams and perfumes, especially the perfume line promoted in collaboration with Jennie, featuring scents like Chamo and Wood Salt Beach. The store presents inventive products such as Perfumed Hand, a hybrid of hand cream and perfume, and Perfume Balm, which blends balm with perfume. These items are not only unique but also elegantly offering a new way to enjoy fragrances, perfect for gifting.
Inside the store, you’re encouraged to try out the products. Feel free to smell and apply them to your skin. And if your purchase reaches a certain amount, you can enjoy their exquisite gift-wrapping service.

This page was last updated on December 31, 2023, and therefore information may differ from what is presented here. We advise you to check details before visiting.