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Japanese fashion label Enfold launches in South Korea

(Source: Enfold)

South Korean luxury fashion and lifestyle brand operator, Shinsegae International, is bringing Japanese up-market fashion label Enfold to the country, opening the brand’s first independent overseas store. 

Enfold’s first South Korean store, scheduled to open on September 14, will occupy a 35sqm space on the fourth level of Shinsegae Department Store in Gangnam. The interior design will feature the key motif of the cylinder shape.

“By bending the cylinder into various shapes, it can be used to represent people lying down, tilting their head, and standing still,” the company said. “It expresses the world view of Enfold that changes.”

Found by Mizuki Ueda in Spring 2012, Enfold means to embrace. The brand plays with the concept of offering comfortable and elegant style to hide the form of the body, curating a lasting wardrobe rather than following seasonal trends. The brand has more than 10 stores in its home market. 

The launch is part of Enfold’s plan to expand its influence in overseas markets, after rolling out several pop-up stores in the US, London, Hong Kong, and Paris during the past few years. 

Enfold will join Shinsegae International’s portfolio of more than 40 high-end brands, including Celine, Chloe, and Banana Republic. The South Korean retailer has a network of more than 860 stores nationwide ranging from fashion, and beauty to lifestyle brands. 

Enfold is owned by Baroque Japan, which operates more than 20 fashion brands, including Moussy, Sly, Lilidia, and Shel’tter.

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