Paris’ Rue Saint-Honoré, which is home to high-end designer boutiques and jewelry stores, is said to require a 2-3 year preparation period for most stores. It is known to be a tricky place to enter, requiring permission from the entire building’s residents. That’s why the opening of the Korean brand WOOYOUNGMI’s flagship is all the more noteworthy.
A large red object in the shape of an ear is placed in the center of the store, and the space is neatly organized.
WOOYOUNGMI is a luxury brand launched in Paris in 2002 by South Korean designer Woo Young Mi, who has presented her collections at Paris Fashion Week every year since then.
In 2020, WOOYOUNGMI became the first Korean brand to top sales in the men’s department at French luxury department store Le Bon Marché.
“I can’t forget my first fashion show in Paris in 2002. I was asked if Korea had high fashion, and I felt inferior. I was in awe of European history and tradition. Nowadays, I also find a lot of inspiration in Seoul. For the F/W 2024 show, we are planning to focus on the young people of Seoul. The basic qualities of Koreans, their fast pace, work ethics and good taste, will give us a competitive edge.”