Shinsegae brings K-fashion to Tokyo’s trendy hub

Shinsegae Department Store will decorate the heart of Tokyo with Korean fashion brands this week, showcasing K-fashion to local consumers and global tourists in the Japanese capital. Shinsegae Group’s fashion platform Hyper Ground will open pop-up stores in Shibuya ward for the brands it distributes and showcase them during Shibuya Fashion Week. The events, running in the heart of the trendy district through next month, are expected to further boost the growing global popularity of Korean fashion. Hyper Ground, dedicated to fledgling brands targeting millennials and Gen Z, will launch its pop-up stores on multiple floors of Shibuya 109, a landmark shopping mall in the area. Starting Friday, the stores will showcase collections for seven of Korea’s “rising star” brands, according to the company — Holy in Code, Epingler, Letter from Moon, Mucent, Montsenu, Three to Eighty and ffroi. The stores run until Nov. 10. The pop-ups mark a debut in the Japanese market for all the brands except Mucent. Shinsegae said it “studied unique fashion styles visible throughout Shibuya and carefWeiter zum vollständigen Artikel bei Korea Times Weiter zum vollständigen Artikel bei Korea Times