Hello Louis, hello today’s top fashion brands

Studio Nicholson opened its first Korean store on September 23 at the Hyundai Department Store in Apgujeong-dong, Gangnam District. [SAMSUNG C&T]

Contemporary brands such as Amy Paris and Maison Kitsune have become new names in fashion among young Korean consumers.

These brands are relatively new and have cheaper prices compared to traditional designer brands like Louis Vuitton and Chanel. But they are often referred to as the new version of designer brands, which rival traditional high-end products due to their design and quality.

Studio Nicholson, a British fashion brand known for its elegant and functional designs and not yet well established in Korea, opened its first store in a Hyundai department store in Apgujeong-dong, Gangnam district last month. By the end of its first week of operation, sales reached 200 million won ($140,000). According to the retailer, sales of newly opened stores average 30 to 40 million won per day.

Samsung’s C&T fashion division saw strong sales last year, with exclusive international brands such as Amy Paris, Maison Kitsune, Thom Browne and Lemaire gaining popularity among those in their 20s and 30s. The operating profit of the entire fashion division reached 100 billion last year, an increase of 378% compared to the previous year.

Amy Paris opened its first flagship store in Sinsa-dong in Gangnam District on September 14. [SAMSUNG C&T]

Local fashion companies are introducing international brands to expand and expand their business. Handsome, a clothing company under Hyundai Department Store, introduced Swedish designer Our Legacy last July. The brand’s Scandinavian style is popular among Korean celebrities and models.

Shinsegae International introduced the Japan Infold on September 14th. Founded by creative director Mizuki Yuda, the brand already has a strong fan base as it was sold in editorial boutiques before its official release in Korea.

All these brands also have a relatively short history. Our Legacy started in 2005 and Infofall and Studio Nicholson were released in 2011.

Their prices range from mid to high: jackets and coats from 450,000 to 2 million won, pants and skirts from 350,000 to 900,000 won, and T-shirts from 150,000 to 600,000 won. Gender-neutral designs are common features.

Young consumers in Korea, especially those who want to avoid wearing the same brands that everyone else wears, are spending on brands like Amy Paris and Maison Margiela, known for their simple designs but more conventional name prices. Amy Paris’ white t-shirts have a simple red heart logo, while Maison Margiela has a stitch on the back of the garment that only those in the know can spot.

By Yoo Ji-yeon [cho.jungwoo1@joongang.co.kr]