LA-based womenswear brand Brochu Walker is entering the South Korean market through the opening of its first international flagship store.

The company also announced the appointment of Cha Joo Young as its Korean brand ambassador.

Opening this July in Seoul’s Dosan Park, the flagship store will span five floors, feature two retail spaces, and one private VIP suite.

“Seoul is one of the most influential fashion markets in Asia today,” said Karine Dubner, CEO and chief creative officer of Brochu Walker. “The customer is incredibly discerning. She values quiet luxury, premium materials, and pieces that feel personal rather than loud. In Korea, how you dress is a form of respect.

“That emotional relationship with clothing mirrors how we design. For us, Seoul isn’t simply an expansion, but a conversation we’ve been wanting to have for a long time.”

South Korean actress Cha Joo Young said the brand felt “very natural” to her.

“I was drawn to Brochu Walker because the clothes don’t try to speak loudly, they feel considered,” Young said. “There’s confidence in that restraint, and that feels very natural to me.”