Sheer star power. Innovative trends. The boundless potential of the creative scene. All eyes are on Seoul, South Korea. The capital city that has undoubtedly taken the world by storm; where pop behemoths like BTS, Blackpink and an unending list of talent are birthed. The K-wave, as it turns out, isn’t so much a passing current but rather an earth-shattering force that has culturally shifted the needle for good. Within its fashion space, the same effect resides. Even with mavericks like Rokh, Gentle Monster, MinjuKim and Rejina Pyo each breaking out onto foreign soil, these renowned names barely scratch the surface of what Seoul’s fashion scene has to offer.
Any trip to Seoul and one will be met with a dizzying list of brands and multi-concept stores to take on. A day spent at famed enclaves like Hongdae and cool haven Seongsu will be proof of that. But to narrow things down for any fashion maven? We sought some guidance from Korean-Nigerian model and fashion content creator Jenny Park.
“My style can be described as something like a unicorn. I like vintage as well eye-catching pieces that are unique,” remarks Park. On the fashion scene in Seoul, she beams: “I truly admire the designers who work hard year on year while preparing for their shows at Seoul Fashion Week. Back in the day, I feel like almost everyone had a similar sense of style. Now, I think there is more of an individuality that can be spotted on the streets.” Like many others, Park is too, a frequent patron of the illustrious cafe scene in the bustling city. “I like to go to different cafes, depending on the day’s mood. I recently visited Avek Cheri, at their Hannam-dong store run by Korean designer Yoni P. The interiors are so beautiful, with its wood elements and cosy atmosphere.”
Below, Vogue Singapore presents Park’s fashion insider guide to Seoul as she highlights her favourite shopping addresses.
1 / 7
Eenk
Founded by Hyemee Lee, expect the unexpected with Eenk; where timeless everyday pieces bear a hint of novelty. Hence making each design somewhat of a collectible. But far from passing fads, instead the goal is for Eenk to creates staples that will have a long shelf life in your wardrobe. Fashion, art and lifestyle intertwine in the brand’s DNA, one that ranges from womenswear, menswear to accessories. Today, the brand has stores worldwide, from Seoul to New York.
3 4F, 43 Jangmun-ro, Yongsan District
2 / 7
Nohant
A household name in South Korea, Nohant is a genderless label, of contemporary and casual designs. Most of the famed staples go from comfortable hoodies, sweatshirts to jeans. A brand easily in most locals’ wardrobe rotation; Park adds: “Their store’s interior is really cute so be sure to take a mirror selfie while you’re there!”
745-7 Hannam-dong, Yongsan District
3 / 7
Dew e dew e
Notably seen on celebrities like Lisa of Blackpink and Yeri of Red Velvet, the 10-year-old brand manages to juxtapose the romantic with the edgy. Lovely and distinctive, the Dew e Dew e girl is one who undoubtedly claims the spotlight and dresses for herself.
525-19 Sinsa-dong, Gangnam District
4 / 7
Ajobyajo
If Ajobyajo had to be classified in the MBTI, Park would say it belongs to an ISTP personality type. The brand draws inspiration from classic streetwear and punk cultures, hailing its purpose to serve ‘the misfits’—from emo kids to skaters and the LGBTQ community. Its palette mostly comprises dark to black colours, with disruptive designs like rebellious slogans that read ‘My mom hates this T-shirt’.
1F, 42-21, Supyo-ro, Jung-gu
5 / 7
Hotel Cerritos
“Come for the store experience, but stay for the hats,” exclaims Park. A brand that sings of youthful vigour, you’ll find products that incite a certain wanderlust—from colourful caps to backpacks.
03-32, 27 Hannam-daero, Yongsan District
6 / 7
Kwak Hyunjoo
Established since 2011 and a regular fixture at Seoul Fashion Week, designer Kwak Hyunjoo’s eponymous brand specialises in modern and sophisticated pieces that veer on escapism. Often, her designs incorporate nuances and details that pay ode to traditional Korean culture.
34, Sangwon 12-gil, Seongdong-gu
7 / 7
D-Antidote
A unique spin on Seoul’s streetwear culture, designer and founder Park Hwan-sung takes inspiration from his years living in Britain in his collections. Recently, at his spring/summer 2024 show, bold and kitschy prints as well as skin-baring suits were sent down the runway. “It never fails to be experimental and vastly different from what you see from other brands,” remarks Park.
33 Dosan-daero 27-gil, Gangnam District
