All hail Hallyu! Like a tidal wave gathering momentum, the popularity of Korean culture has been a phenomenon widespread and far reaching. From Blackpink’s Jennie Kim making her debut at the Met Gala to Squid Game holding the record for Netflix’s most-watched television series, the enchantment with all things Korean goes far beyond just popular culture. Fashion week in Seoul showcased neoteric fall/winter 2023 designs and saw trends of clashing print options from structured black tailoring to headgear as an accessory of choice. But when it comes to dressing, why should adults have all the fun?
The first thing you notice when you walk into the new high-end children’s store Little Ground is the myriad of labels at your—or your little ones’, for that matter—fingertips. The intention of providing Singaporeans access to a smorgasbord of popular Korean brands is clear. BLUEDOG, Lulabee, Denim in the Box, Talescoop, alongside specially curated international designers are at the ready. For those familiar with Little Ground, chances are they are already familiar with the fact that it prides itself on being an immersive experience.
Apart from shopping, its brand experience extends to interactive events such as fashion shows, launch parties, in-mall programmes as well as giveaways. Little Ground fundamentally prides itself on building and engaging with a fashion-forward and likeminded community from Southeast Asia, Korea and beyond.
Needless to say, as a multi-label boutique, Little Ground is the destination for quality and trendy pieces from tiny tots through to 12-year-olds. Why, exactly? Vogue Singapore details below.
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This is the first Little Ground boutique outside of South Korea
After launching in Seoul in 2012, Little Ground (owned and operated by fashion retailer Branded Lifestyle Asia) has expanded to 49 stores across South Korea. Now, almost a decade later, its first location outside of Korea can be found right here in Singapore, at the kid-oriented Forum The Shopping Mall.
The convenient spot is close in proximity to all that Orchard Road has to offer and is a draw for fashion aficionados and their juniors. For Jennifer Ho, senior manager of brand development at Branded Lifestyle Asia, they are “thrilled to break ground in Singapore, which will serve as a showcase market for our future expansion into Southeast Asia.” In addition to brick and mortar outlet development plans across the next few years, Little Ground Singapore’s e-store and LazMall shop went live this month too.
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The store's collections are categorised according to each brand's style sensibility
At this juncture, the ‘Korean Wave’ is synonymous with the word trend. It’s Little Ground’s mission to not only stay abreast of the fashion forward movements coming out of Korea, but to also drive global fashion trends for kids by offering highly curated new styles to astute and taste-minded parents. Better yet, garments have been tailored with Asian body proportions and selected with our climate in mind.
In store, the diverse collections are categorised according to each brand’s style sensibility, from formal wear to more relaxed fits and even swimwear, as a 360 degree immersive experience. Relevance reigns supreme when it comes to their mix of best-in-class brands, while always staying true to a Korean sensibility–an equal balance of playfulness, comfort and quality craftsmanship.
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Little Ground carries both Korean and international labels
While many Korean labels call Little Ground home, the store also operates as an incubator for a number of spotlighted international labels. Case in point? Wynken, Weekend House Kids, and The Animal Observatory are set to drop locally in fall/winter 2023. In terms of its debut, Little Ground is delivering its spring/summer 2023 assortment through six in-house brands: BLUEDOG, BLUEDOG Baby, Lulabee, Denim in the Box, Talescoop and R:Robot, with prices ranging from $12 to S$228.
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“Little individuals with big personalities” can express themselves
To Ho, “fashion is a powerful way to express one’s individuality and kids are no exception. Every piece at Little Ground, created by trend-inspiring designers in and outside of Korea, has been designed for little individuals with big personalities and discerning parents who want the best for their children.” With a kaleidoscope of colours and neutrals adorning the racks and shelves, the most rambunctious little ones can express themselves through clothes. In terms of textiles, denim, cottons, crochet-styles, lace, tulle scalloping, organza and more can suit any kid’s style.
Putting a touch of Seoul in Singapore–the space of Little Ground itself is similar to the boutiques in Korea, with a consistent design aesthetic to provide a warm welcome for all little clientele. The interior is nature inspired, with the walls adorned in a soft floral wallpaper, juxtaposed with a soft, green paint. It almost feels like a living room and garden play area, so young ones of different shapes, sizes and ages can feel comfortable while they shop.
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Little Ground caters to newborn babies through to 12-year-olds
The company slogan “Everyday, Little!” is a nod to Korean idioms and also the concept of always having something to appeal to children in store, everyday. This is the place to deck a K-style wardrobe for a wide range of kids so bubs in prams can be as chic and cool as their tween counterparts.
From floaty silhouettes and soft pastels from Lulabee–the only in-house brand dedicated to girls–all other brands are unisex, to an eco line of hoodies, sweatshirts and denim produced from sustainable and recycled materials from award-winning BLUEDOG, to comfortable preppy classics by Talescoop, there really is something for everyone… under 12 that is. Some of the items are so ‘gwiyeopda’ (that’s cute in Korean) that we can’t help but wish it came in our size.
In celebration of Little Ground’s debut in Singapore, shoppers can get a brand postcard and complimentary 20% voucher with every minimum spend of $100 during the store’s launch period from now to 30 May 2023.
Little Ground at Forum The Shopping Mall, Orchard Road, Level 1, is open daily from 10am to 730pm.
Visit Little Ground’s e-store to find out more.