NEW KONCEPT: As all things “K” continue to grow in popularity, Korean fashion and lifestyle platform W Concept has landed in Paris just in time for fashion week.
The online shopping platform often described as Korea’s answer to Net-a-porter is hosting a two-week pop-up directly across from the temporarily closed-for-construction Pompidou Center. The doors opened with a splashy party Tuesday night.
But don’t expect a traditional shopping experience. Visitors can only browse and try the products in person, then scan a QR code to order them online for home delivery.
The pop-up brings together 600 items from 75 Korean brands across fashion, beauty, wellness and lifestyle. There’s Kimhekim, EENK, Bonbom and Minjukim, as well as a sizable K-beauty selection.
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The 3,765-square-foot space will also spotlight 10 emerging brands from W Concept’s W Stage development program, including How to Love Me, Epoise, Love Dewey, Demeriel and Thisis Pine.
The offering goes beyond fashion with vinyl records, Korean crafts, home objects such as carpets and other lifestyle pieces that reflect W Concept’s ambition to export a wider variety of “K” culture beyond K-beauty and K-pop.
“Paris is a really important place for the fashion industry,” said W Concept chief executive officer Jamie Lee. “We need to show some more young and upcoming designers here.”
W Concept, which has been part of the Shinsegae Group conglomerate since 2021, is using the Paris pop-up as part of its push into international markets.
The platform already has a strong customer base in the U.S., Lee said, and the company is now looking to build its presence in Europe. After pop-ups in London, Berlin and most recently during New York Fashion Week, Paris is the latest stop on its global tour.
The pop-up will run through Oct. 12.
