Ami Paris, the Parisian fashion label, is expanding its Asian footprint with the opening of its first brick-and-mortar store in Seoul, South Korea, which it describes as its largest boutique globally.

The store, located in the city’s Garosu-gil area, contains a retail space of 300sqm over four storeys, stocking menswear, womenswear and accessories.

It features a spiral staircase and mirror-decorated objects, as well as lighting throughout the space. Black, beige, and white are the three main colours running throughout the store.

“It’s a major step for us, given the importance of Korea in our business. But, it’s beyond numbers, because of Korea’s soft power,” CEO Nicolas Santi-Weil told Vogue Business. 

“We have been looking at the market since the beginning – they are trendsetters.”

Vogue Business reports Ami Paris debuted in South Korea in 2013 with Samsung as its local partner. Since then, it has expanded its presence to include shops-in-shops in upscale malls, wholesale accounts in multi-brand stores, an e-commerce website, and now the new flagship.

The brand has stores in Japan and China in Asia, as well as operations in the US and the UK. 

Ami Paris was founded by Alexandre Mattiussi in 2011 to provide stylish and comprehensive wardrobes for men and women, blurring the lines between casual and chic.

Ami’s new Spring-Summer 2023 collection will be showcased during Seoul Fashion Week on October 11. This marks the first time the brand to come back to hosting international fashion shows after the long Covid-19 pandemic.