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I.T launches Seoul’s 10 Soul pop-up in Causeway Bay

Multibrand retailer I.T has opened a pop-up store in Causeway Bay showcasing 10 emerging Korean fashion brands.

Seoul’s 10 Soul will be open at Hysan Avenue until mid-May, in an initiative created by Seoul Fashion Week which each year selects and promotes 10 promising Korean designers. The program has the support of the Korean government.

The labels this year are: Blindness, Bourie, D-Antidote, D.Gnak, Moohong, Münn, Nohke, Pushbutton, Resurrection, Rocket X Lunch.

MÜNN SS17 Look Book (18)

All 10 are considered designers with great international potential and participation in the pop-up gives them exposure to both Hong Kong’s fashion community and a broader shopping audience.

The brands are on show in a large space in I.T’s Hysan Avenue store.

D-ANTIDOTE SS17 Look Book (16)

“I.T has been investing in Korean brands ranging from fashion to skincare for years, but the pop-up is an opportunity to reignite customer desire while reinforcing its position as a leader in Korean fashion,” said Deborah Cheng, chief commercial officer of I.T.

I.T Seoul 10 Soul pop up

“It’s not just about being lucrative – Hongkongers in particular are still fascinated by Korean culture and the silhouette is favourable for Asians. Customers are constantly looking for new stimulation and excitement and that will only come when the retail experience is being fulfilled,” she said.

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