Trailblazing South Korean menswear brand Wooyoungmi just celebrated a noteworthy milestone, opening its second flagship store in the Saint-Honoré district in Paris. An esteemed area that’s home to industry giants like Dior and Chloé, the launch marks a shift towards increased industry expansion by the brand.
Having previously shown at Paris Men’s Fashion Week as well as establishing its first store in Saint-Claude in 2013, the brand continues its long-standing relationship with the French metropolis. Known for its meticulous tailoring and sleek minimalism, Wooyoungmi – helmed by creative director and CEO Madame Woo – is the first South Korean brand to establish itself in the area.
Designed by the renowned Studio Leehaeinn, the store perfectly mirrors the brand’s signature aesthetics, using modern accents and hints of subtle luxuries to create a distinct and calming environment. Placing Wooyoungmi’s recognisable deep-scarlet ear motif at its centre, the store nods to the brand’s core ethos of active listening and engaging in wider culture. Repeated hues of silver, black and white give the space a contemporary feel. Cemented by a shrewd attention to uniformity, the narrow, rectangular layout is illuminated by Barrisol lighting fixtures to ensure garments – spaced evenly on slick silver railings – are clearly displayed. Upholding the refined energy established by its shell, a crimson staircase cuts down the middle, panelled with sleek glass panes. A floor to ceiling window basks the floor in natural light, adding to the store’s air of sophistication. Clean, blank floors expand underneath, poised to be the bane of any muddy-footed visitor.
A tangible indication of the broadening influence of South Korea on the wider fashion world, the new opening marks the significance of industry diversification and Wooyoungmi’s path to design dominance. Open now, customers can explore the label’s newest homestead at 4 Rue du Marché Saint-Honoré.
Photography courtesy of Wooyoungmi.
