[Report] Fashion Maestro Behind Chanel’s Revival Lands in Seongsu-dong

'Karl Lagerfeld' Popup Store Opens in Seongsu-dong, Seoul
A Space Reflecting the Philosophy of a Fashion Master
CJ OnStyle to Strategically Foster Premium Brands

Interior view of the Karl Lagerfeld immersive popup store in Seongsu-dong, Seoul. Provided by CJ OnStyle.

On May 16, the Karl Lagerfeld popup store in Seongsu-dong, Seoul, opened its doors. Upon entering, visitors were greeted by a space filled with black and white. One side of the wall was covered with white shirt collars made of hanji paper. The white dress shirt is a symbolic item that embodies the philosophy of the world-renowned designer Karl Lagerfeld. Throughout the space, visitors could find famous quotes left by Karl Lagerfeld, such as "Design as naturally as you breathe" and "Embrace the present and create the future." Drawing books and props inspired by the designer evoked the atmosphere of a gallery. A life-sized costume of Choupette, Karl Lagerfeld's famous companion cat, was also on display.

Karl Lagerfeld, a German-born designer, is recognized as the figure who led the 'revival of Chanel' in the 1980s. He made a significant impact by incorporating the logos symbolizing Fendi and Chanel into clothing and bags. In 1984, he launched his eponymous brand, which now operates more than 200 stores in major cities around the world, including Paris, London, Munich, Dubai, and Shanghai. In Korea, CJ OnStyle signed a licensing agreement in 2019, and this is the first time a popup store has opened in the country.

White dress shirts made of hanji paper, created to commemorate the popup store event of the French fashion brand Karl Lagerfeld in Seongsu-dong, Seoul, fill one side of the wall. Photo by JaeHyun Park

The popup store is presenting the entire S/S season collection for the first time in Korea. On-site fitting is available, and all products can be purchased immediately via QR codes linked to the CJ OnStyle mobile app. Customers who make purchases above a certain amount will be entered into a draw to win prizes such as a Choupette keyring, an icon tote bag, or a trunk. Participating in the SNS event provides a chance to enter a lucky draw.

This popup store was launched as the strategies of CJ OnStyle, which is strengthening its premium fashion portfolio, and Karl Lagerfeld, which is expanding in the Korean market, aligned. CJ OnStyle operates semi-luxury fashion brands such as Barneys New York, Daniel Cremieux, and Eddie Bauer, and expects to expand its presence as a premium fashion channel by strengthening its collaboration with Karl Lagerfeld.

A CJ OnStyle representative emphasized, "Our main customer base has a high level of interest in premium brands, which differentiates us from other platforms. Accordingly, we will strategically foster global premium fashion brands to further enhance our competitiveness in premiumization and differentiation."

Karl Lagerfeld previously expanded in the European market, but now appears poised to actively target the Korean market, which has recently emerged as a fashion hub. Kim Hoon, chief creative director of Karl Lagerfeld, stated, "Korea is regarded as a mecca of fashion. From the brand's perspective, we are very eager to enter the market, but it is a challenging market because of the high expectations of consumers. Through this event, we hope to communicate more closely with young Korean customers in their 20s and 30s."

This popup store will be open to the general public free of charge, without reservations, from May 17 to May 26.