Seoul Shopping Guide: 9 Fashion Stores You Can't Miss
Wondering where to shop in Seoul? Add these stops to your itinerary for streetwear staples, unisex fits and fresh K-fashion finds.
By Gerald Tan, Tricia Teong ,
Who'd have thought that the Hallyu wave would still be going strong more than a decade after it first exploded in popularity? From Korean skincare products famous for their glass skin effect to make-up brands now stocked at your local drugstore, there has been a continual demand for its well-packaged exports. Slick K-pop tunes are hogging the airwaves around the world (with K-pop powerhouses like Blackpink and BTS leading the charge), while Korean dramas and arthouse flicks continue to enjoy rave reviews from viewers.
The bustling metropolitan city of Seoul has also become a red-hot holiday destination too, thanks to its magnetic energy and old-meets-new dynamism. Besides the colourful storefronts peddling all the latest Korean beauty products, Seoul's burgeoning fashion scene is also one to keep tabs on, what with Goliathan luxury flagships existing alongside small and independent boutiques. Here are nine of the coolest fashion joints the city has to offer:
Image: Lisa Manoban from Blackpink wearing a sweet cardigan by Kimhēkim.
Dressing like the stylish stars of the global K-pop girl group Blackpink? Sign us up. Kimhēkim is the label to know for fashion girls like Blackpink's Lisa and Rose, both of whom were spotted donning the brand's youthful pieces. Designer Kiminte Kimhēkim made his first foray into fashion after learning to make clothes from his grandmother, honing his skills at prestigious fashion houses in France before establishing the brand in 2016.
Inspired by the heritage of the eponymous ancient Korean royal family, the brand's creations are loved by modern-day pop royalty for the playful twist they spin on classic tailored silhouettes featuring pearl embellishments and adorable bows. Just walking up the steps to their flagship store located in Gangnam, famous for its high-end shops, feels like you're on your way to a ball.
Their flagship store exudes the same luxurious treatment you would expect, with accessories encased in museum-like displays and lounge chairs for when you need a break from all that shopping. The space feels less like a retail store and more like an exclusive glimpse into a private archive.
Address: 17-4 Dosan-daero 75-gil, Gangnam-gu, Seoul 06015
Instagram: @maison_kimhekim @kimhekim_store
Image: Pop-up collab with utility-style clothing brand Gore-Tex in This Is Never That's Hongdae store.
This Is Never That needs no introduction. The Seoul born-and-bred brand draws inspiration from global music, art and pop culture and translates them into effortlessly chic everyday staples. Whether it's the classic character of Mickey Mouse or the iconic American rock band Grateful Dead, This Is Never That blends the DNA of their brand with every collaboration, elevating the strong streetwear game in Seoul and beyond, with stores in Tokyo, Osaka and Shanghai. Their flagship in Hongdae, a neighbourhood famous for celebrating music, art and youth culture with buskers performing on the streets and exhibits by young artists, reflects the label's minimalistic, laid-back vibe with its sleek displays and no-frills store design.
Address: 1F, 101, 32, Jandari-ro, Mapo-gu, Seoul
If you're looking to explore an up-and-coming shopping zone, the brand's newest space in Seongsu is worth a visit. Complete with marbled shelves, suspended clothing racks and a good dose of natural sunlight, the space is dream-like and perfect for a relaxing day of retail therapy. Shop This Is Never That's collections on the 3rd floor of the JK&D office building.
Address: 3F, 159, Achasan-ro, Seongdong-gu, Seoul
Instagram: @thisisneverthat
Virtually every K-pop it-girl from Red Velvet's Joy to Hyein from NewJeans (or NJZ) has been spotted with an OSOI bag on their shoulders, and it's easy to see why. Every fashion girl's feed was flooded with images of the brand's shoulder brocle bag which catapulted the belt-on-bag trend to the internet's hall of fame.
However, few might know that the viral brand actually has its own store in Seongsu, complete with chrome accents that remind us of the famous keys that come with their classic shoulder mini bags.
When you first enter the store, it feels like you've been transported into your favourite K-pop idol's walk-in wardrobe. The bags speak for themselves, no flashy advertisement needed here. If you're on a girls' trip with your equally fashion-obsessed friends, add this to your list of places to shop till you drop.
Address: 7, Seongsuil-ro 6-gil, Seongdong-gu, Seoul
Instagram: @osoi_official
Make no mistake, Ader Error is more than your average streetwear brand. Global celebrities like Australian pop star Troye Sivan and Korean model and actor Byeon Woo-seok are sporting the buzz-worthy label, but Ader Error is making waves for more than its famous elevated basics and oversized silhouettes.
Integrating fashion, space, interior design, objects and storytelling, Ader Error's brick-and-mortar shops feel more like art exhibitions than your typical retail shop with plain walls and standard racks. With three spaces located in Hongdae, Seongsu and Sinsa — the Sinsa flagship is the most famous of the three Seoul outlets — Ader Error has made innovation in spatial and sartorial design its brand's signature.
From exposed wall cut-outs that diffuse sunlight into concrete rooms to visual displays and water installations with a suspended die, the multi-level Sinsa space feels curated for that futuristic, sci-fi inspired vibe (and it's perfect for the feed, of course). Tongue Planet, Ader Error's in-house cafe located in their Sinsa and Seongsu outlets, serves up (you guessed it) tongue-inspired pastries. If you're looking for a one-of-a-kind shopping experience, this one's not to be missed.
Address:
ADERERROR Sinsa Space: 31, dosandaero 11-Gil, Gangnam-gu, Seoul 06034
ADERERROR Hongdae Space: 19-18 Wausan-ro 21-gil, Mapo-gu, Seoul
ADERERROR Seongsu Space: 82, Seongsui-ro, Seongdong-gu, Seoul 04783
Instagram: @ader_error, @adererr0r_space ,@significant_adererror
No guide to Seoul is complete without a mention of Aland, a fashion retailer that takes its peculiar moniker from an autonomous archipelago state in Finland. That's where the association ends—Aland is as Korean as it gets, boasting an inventory comprised mostly of Korean brands. And even though the retailer has set up outposts in cities such as Hong Kong and New York, its growing network of stores in Seoul continue to draw in the crowds. Stop by Aland's glass-encased four-storey flagship in Hongdae, an area renowned for its vibrant mix of shopping, food and nightlife options catered to Seoul's collegiate population, for beauty and fashion finds that will not break the bank.
Address: 29 Yanghwa-ro 16-gil, Seogyo-dong, Mapo-gu, Seoul
Aland's outlet in Myeong-dong, another one of Seoul's most famous shopping districts, also regularly hosts brand collaborations, the most recent being the world-famous streetwear brand acmé de la vie (ALDV). When you're planning your next trip to Seoul, be sure to check out their social media to stay up to date with new pop-up events.
Address: 40 Myeongdong 8-gil, Jung District, Seoul
Official Instagram: @aland_store
Handcrafted from natural leather with over 40 years of expertise, Cueren might just knock your socks off with their footwear. Boots, ballerinas, loafers, Mary Janes, sandals — you name it, Cueren makes it. The brand strives to preserve the spirit of the artisan, or Espiritu Artesano. Craftsmanship meets intentionality at Cueren, with "Cuero" being Spanish for leather, and "Ren" translated from the ancient Egyptian word for soul.
While their staple is shoes, Cueren The Village — their latest retail concept that opened its doors in late March — offers the whole package. Alongside Cueren's flagship store, you'll also get the chance to visit the dessert cafe Cité and the exhibition space Tannery nearby. The cultural space is fitted with floor to ceiling glass windows, inviting passers-by in for a day of shopping, art and good food. Explore the multi-level flagship to shop Cueren's seasonal collection and curated products on the first floor, with more from their Signature Collections on the second floor.
Address: 71, Seongsui-ro, Seongdong-gu, Seoul
Instagram: @cueren_official
Originally a vintage store in 2011, 8 Division has since expanded into the fashion sphere and now houses an impressive curation of brands both online and offline that are on-the-pulse of gorpcore fashion, from Arc'teryx to discord Yohji Yamamoto. Priding itself on expanding the horizons of culture, the concept store's stocklist reads like every niche fashion collector's dream wish list. Think cult classic Japanese brand Hysteric Glamour famous for their rock and roll inspired pieces, Berlin-based magazine-turned-label 032c, London-based clothing brand Aries famous for its subversive take on streetwear, and more. 8 Division also carries its own line of basics blending military, workwear and athleisure elements.
Keep an eye out for their collaborations with brands like Salomon and Merrell which transform the Myeong-dong store into a conceptual space where art and fashion collide, in line with their message that artistic sensibility stretches beyond the fashion realm.
Address: 31 Toegye-ro 18-gil, Jung-gu, Seoul, 04631
Official Instagram: @8division
If you're on the hunt for some really cool finds from emerging or underground streetwear labels, then make a beeline for Worksout. Hidden behind this ultra-modern, sleek and sharp exterior lies a multi-brand treasure trove of streetwear, workwear, sneakers and lifestyle products. Its impressive steel facade is a fitting indication of the production selection inside the store, which range from bold leopard print jackets to the freshest and brightest kicks.
The centrepiece of Worksout is a grand wooden staircase—besides letting you traverse all three floors with ease, it's a clever focal point that draws your attention to all the latest buys. This is the one-stop shop for those who are always on the go and want a wardrobe that's both functional and fashionable.
Address: 20-4, Seolleung-ro 157-gil, Gangnam-gu, Seoul
Official Instagram: @worksout_official
Empty by Musinsa is nothing like its namesake. In fact, it's a select store that showcases domestic and international designer brands like the viral Korean bag brand Stand Oil, and those from far-away fashion capitals like the New York-based womenswear label Danielle Guizio. Their bold and bright loft-like space in Seongsu is home to a vibrant collection of brands, and you just might find some unexpected gems.
Stay tuned to their Instagram for updates on the latest brands stocked online and in-store.
Address: 1F-4F, 97 Seongsui-ro, Seongdong-gu, Seoul
Instagram: @empty.seoul.kr