Hansome Women's Wear 'Time' Debuts at Paris Fashion Week... "Expanding as a Global Brand"

First Overseas Solo Presentation Held 31 Years After Brand Launch

Handsome's women's wear brand ‘TIME’ is taking its first step into the global fashion market. The ambition is to leap forward as a global fashion brand centered in Paris.

According to Handsome, a subsidiary of Hyundai Department Store Group, TIME will participate in the ‘2024 F/W Paris Fashion Week.’ This is the first time since its launch in 1993 that the brand is entering the global fashion market.

Paris Fashion Week is one of the four major global fashion shows. The Paris Fashion Week held in February is known as ‘Women's Wear Week,’ a highlight period when major luxury brands compete to hold fashion shows and presentations.

Handsome plans to showcase TIME's exclusive presentation ‘The TIME’ on the 29th at ‘Palais de Tokyo,’ a complex art and cultural space located in the 16th arrondissement of Paris, timed with Paris Fashion Week. Approximately 200 fashion industry professionals from about 20 countries, including European local fashion experts and journalists, are expected to attend this event.

The design concept of The TIME 2024 F/W collection is ‘Confidential Club.’ It features a combination of TIME’s unique simple and sophisticated brand ethos that transcends eras, while emphasizing bold and confident femininity.

Handsome has partnered with top-level experts to ensure TIME’s successful entry into the global market. For the TIME presentation, they have recruited global professional marketing firms, creative directors, and photographers who have worked on luxury brand fashion shows such as Chanel, Dior, and Cartier. Additionally, a dedicated design office and wholesale team for the TIME collection have been separately established. They analyzed the body types of European local consumers to develop and apply separate fits and devised differentiated designs.

Handsome applied a ‘pre-planning’ method for this The TIME collection, advancing the production schedule by 6 to 8 months compared to before. The pre-planning system completes the next season’s product planning at least six months in advance. This method is used by famous overseas fashion brands.

To target the European local market, Handsome also plans to establish offline distribution networks and online communication channels. They plan to open TIME global flagship stores on major streets in Paris by 2026 and promote the opening of exclusive stores in major department stores. The official TIME global website will be launched on the 28th.

A Handsome representative said, "Through System and System Homme, which have participated in Paris Fashion Week 11 consecutive times, we have increased our understanding of the European fashion market," adding, "We plan to showcase the essence of ‘K-fashion’ through TIME, which can stand shoulder to shoulder with famous overseas fashion brands even in the highly competitive women's wear segment of the global fashion market."