Hansome, System Participates in 'Paris Fashion Week' for 6 Consecutive Times

[Asia Economy Reporter Seungjin Lee] Handsome will participate in the 'Paris Fashion Week,' one of the world's four major fashion weeks, for the sixth consecutive time.

Handsone, a fashion specialist company affiliated with Hyundai Department Store Group, announced on the 27th that it will showcase key products from the global edition of its casual brands SYSTEM and SYSTEM HOMME, called 'SYSTEM STUDIOS,' at the '2022 Spring/Summer Paris Fashion Week.'

Paris Fashion Week is one of the world's most prestigious 'Global Big 4 Fashion Shows,' along with London, Milan, and New York. Handsome has been participating in Paris Fashion Week every season since the Fall/Winter (F/W) season of 2019.

The 'SYSTEM STUDIOS' presented by Handsome at this Paris Fashion Week is a global edition for overseas collections of SYSTEM and SYSTEM HOMME, consisting of about 200 products targeting major export markets such as Europe, the United States, and East Asia. The concept of the collection is 'IL PARADISO (The Paradise),' inspired by the resort look of southern Italy, the setting of the film 'A Bigger Splash' starring Tilda Swinton, featuring a reinterpretation of the classic resort look.

In particular, considering the ongoing COVID-19 pandemic since last year, Handsome plans to conduct consultations and contract processes for the collection unveiled at this Paris Fashion Week online (non-face-to-face) through a dedicated webpage for overseas buyers. They have decided to operate a system that allows contracts (orders) to be made remotely.

Additionally, Handsome increased the number of companies receiving the self-produced 'Order Kit' in advance by 30% compared to last year to enhance understanding of the products. This kit includes photos and videos detailing the materials and concepts of the collection, as well as goods (caps) made from the main materials used in the new products. The company explained that due to positive responses from local companies to the pre-sent 'Order Kits,' requests for new shipments increased, leading to an expansion of the target recipients.

A Handsome official stated, "Last year's overseas wholesale sales grew 78% compared to 2019, and in the first half of this year, we recorded a high growth rate of over 60% compared to last year. We will continue to expand our network focusing on key target countries in Europe, the Americas, and Asia to elevate the status of K-fashion."