KOREAN KAMEO: Karl Lagerfeld has landed in Seoul for a pop-up on Friday that promises an immersive dive into the late couturier’s world.
His distinctive silhouette will loom large, serving as archways to enter the 2,475-square-foot venue located in the city’s Seongdong-gu area, a former industrial zone that has turned into a hub for art, design and fashion.
Highlighting Seoul’s creative energy and global influence, Pier Paolo Righi, chief executive officer of Karl Lagerfeld, said the temporary venue was an opportunity to offer a unique experience to longtime fans and new audiences.
“As we shape Karl’s future legacy, we’re excited to share stories and deepen our dialogue with a city that continues to define global style,” he added.
Karl Lagerfeld’s upcoming pop-up store in Seoul, Korea
Courtesy of Karl Lagerfeld
A pop-up in the South Korean capital also has particular resonance for Hun Kim, the brand’s creative director.
“Seoul has always been a source of creative energy for me — from its street style to the way the city blends tradition with bold innovation,” he said. “Bringing the world of Karl home to my birth city makes this pop-up especially meaningful. It’s a chance to connect with a place that shaped my perspective, and to share that vision with a new generation here.”
Until May 26, visitors can discover an exhibition featuring a selection of quotes and sketches, as well as a replica of Lagerfeld’s desk from his personal office in Paris.
One highlight not to be missed is the human-sized Choupette costume sported by Jared Leto at the 2023 Met Gala, where the dress code honored the late couturier. The blue-cream Birman cat was Lagerfeld’s faithful companion in the years leading to his death in 2019.
Karl Lagerfeld’s upcoming pop-up store in Seoul, Korea
Courtesy of Karl Lagerfeld
There’s also a sampling of the brand’s latest campaigns and the Karl Ikonik perfumes. On a wall, an installation features hanji, a handmade traditional Korean paper, folded into shirts and collars – with a real shirt from the brand hidden among them.
There will also be the brand’s spring 2025 collection, spanning ready-to-wear and accessories. Shoppers will have opportunities to win prizes by engaging in interactive experiences such as coming to the pop-up in the couturier’s black-and-white sartorial palette, or finding which shirt is the real one.
Karl Lagerfeld counts more than 200 stores worldwide, including premium wholesale and franchise partners. Key locations for the brand include Paris, London, Dubai and Shanghai. South Korea is a new market for the brand, where it plans to develop its presence further.
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