On the morning of the 16th at 11 a.m. in Seongsu-dong, Seoul, a pop-up store featuring the legendary fashion designer Karl Lagerfeld (1933–2019) opened in the midst of a neighborhood where youthful sensibilities coexist with old factories.
Upon entering the welcome zone, an image of Lagerfeld with his signature white hair neatly styled and wearing sunglasses appeared. In the following archive zone, his sketchbook and atelier items were displayed alongside the actual outfits for his feline companion Shupet, which were unveiled at the Met Gala.
As I entered the center of the exhibition zone, a large object resembling a shirt collar, named the 'Karl Shirt Collar Tree,' showcased its presence. This structure, harmonizing tradition and modernity, as well as Eastern and Western cultures, is said to encapsulate Lagerfeld's aesthetic.
CJ OnStyle will operate the immersive pop-up store 'Karl Lagerfeld Seongsu Pop-Up' from today until the 26th.
CJ OnStyle has held the exclusive license for the Karl Lagerfeld brand in South Korea since 2019, exclusively importing and distributing clothing and accessory products domestically. Karl Lagerfeld, a global fashion maestro who accumulated extensive experience at Chanel, has grown into a global premium fashion brand with over 200 stores in major cities worldwide since its brand launch in 1984.
In the product zone, visitors can try on items from the spring/summer season this year. Purchases can also be made through the CJ OnStyle app via QR codes.
CJ OnStyle noted that it aims to showcase the brand's potential for expansion in the South Korean market through this pop-up. The company plans to expand its function not only as a home shopping entity but also as a fashion channel.
This pop-up also serves as an effort to consolidate long-time fans of the brand with a new generation. Korean designer Kim Hoon, chief creative director, stated, "Seoul is a city where tradition and innovation coexist," adding, "This pop-up will serve as an opportunity for the brand and Korean consumers to breathe more closely together."
CJ OnStyle plans to solidify the identity of "Fashion is indeed CJ OnStyle" through collaborations with various global brands such as Barneys New York, Daniel Cremieux, and Eddie Bauer.