Italian luxury brand Herno has made its first presence in South Korea, in partnership with Shinsegae International. The launch also marks Herno’s first presence in a duty-free shop. 

Located on the ninth floor of the Shinsegae Duty Free Myeongdong branch, the store offers its latest winter collection in a variety of colours, with products made primarily of cashmere, silk, goose down, and nylon. 

“Even though outerwear is expensive, there is a perception that people buy high-quality products and wear them for a long time, so the demand for luxury padding is steadily increasing,” said a representative for Shinsegae International Herno. 

“As the number of travellers leaving overseas, including foreign tourists, is rapidly increasing ahead of the end of the year. We are expecting a good response from Shinsegae Duty Free Myeongdong branch.” 

Herno, founded in 1948 by Giuseppe Marnezi, is notable for not showing its logos, in line with the quiet luxury trend. The decision to create a duty-free store was made in reaction to South Korea’s emergence as a centre of luxury fashion, the recent growth in international tourists visiting Korea, and the rapid increase in overseas travel by Koreans. 

Further reading: Italian brand Testoni introduces concept store at K11 Musea