Dear Shaded Viewers,
KOCCA and Hyundai Department Store bring five Korean designer brands to Galeries Lafayette Haussmann for The Selects Paris Pop-up Store 2026
October 6–27, 2026 | Paris, France | “Meet Your Seoul”
Korean fashion is taking center stage in Paris as The Selects Paris Pop-up Store 2026 brings five Korean designer brands to one of France’s most iconic department stores. Running from October 6 to 27 at Galeries Lafayette Haussmann, the initiative aims to introduce the creativity and distinctive identities of Korean designers to European consumers while creating new opportunities for international business and retail partnerships.
Organized by the Ministry of Culture, Sports and Tourism of the Republic of Korea and the Korea Creative Content Agency (KOCCA), in collaboration with Hyundai Department Store, the pop-up reflects the growing international ambitions of Korea’s fashion industry. Under the theme “Meet Your Seoul,” the project places Korean design at the heart of Paris, connecting the energy of Seoul’s fashion scene with one of the world’s most influential fashion capitals.
Five Korean Designer Brands Take the Parisian Stage
The pop-up features five brands representing the diversity and creative spirit of contemporary Korean fashion: KIMHĒKIM, THEILMA, LIE, RE RHEE and FRITUR.
Located on the third floor of Galeries Lafayette Haussmann, the dedicated retail space showcases key products from each label, giving local shoppers and international visitors the opportunity to discover Korean fashion firsthand.
The initiative builds on an agreement signed in August 2026 between KOCCA and Hyundai Department Store CEO Jung Ji-young to support the international expansion of Korean designer brands and encourage shared growth. By combining KOCCA’s experience in nurturing Korean creative talent with Hyundai Department Store’s global retail infrastructure, the partnership seeks to help designers reach new customers, increase sales opportunities and establish lasting distribution networks in Europe.
Beyond providing a physical retail presence, the pop-up offers participating brands a valuable platform to understand European consumer preferences, communicate their design philosophies and develop relationships that could support their long-term growth in the region.
Yim Si-wan Brings Star Power to the Launch
Interest in the Paris pop-up gained further momentum on October 8 with a visit from actor Yim Si-wan, the official ambassador of The Selects.
During his visit, Yim participated in promotional activities and introduced the participating brands, drawing additional attention to their collections and strengthening the event’s appeal among fashion-conscious audiences.
The same day, a networking reception hosted in collaboration with Galeries Lafayette welcomed more than 200 international fashion professionals, including representatives from leading fashion media. The gathering provided a valuable opportunity for the designers to present their brand identities, exchange ideas with industry figures and establish connections that could lead to future commercial partnerships.
For the participating labels, such engagement is an important step toward building recognition in a competitive European market, where establishing relationships with retailers, media and other industry professionals can be essential to sustained international growth.
“It was incredibly meaningful to see local consumers’ reactions firsthand in Paris and engage in in-depth conversations with key fashion professionals,” said Junebok Rhee, founder of RE RHEE. “We hope this pop-up will help us further strengthen our brand’s presence in the European market.”
A Citywide Visibility Strategy for Korean Fashion
To extend the initiative’s reach beyond the pop-up itself, KOCCA and Galeries Lafayette have introduced a comprehensive promotional campaign throughout the department store.
Advertisements featuring the participating brands are being displayed on the building’s exterior and across 73 in-store screens. The campaign aims to capture the attention of both Parisian shoppers and international tourists, bringing Korean fashion into the daily flow of one of the city’s most prominent shopping destinations.
By combining a dedicated retail space with high-visibility advertising, the initiative seeks to increase awareness of the five labels and encourage more consumers to explore their collections. The promotional activities will continue throughout the pop-up’s run, supporting brand visibility and sales opportunities through October 27.
The strategy also reflects a broader approach to international fashion promotion: rather than relying solely on temporary exhibitions or industry events, Korean designers are being introduced directly to consumers in an established luxury retail environment.
Strengthening Korea’s Fashion Presence in Europe
The Selects is KOCCA’s global platform dedicated to showcasing Korean fashion and helping domestic designers build international recognition. The Paris edition underscores the agency’s continued efforts to create practical pathways for Korean brands to enter overseas markets and develop sustainable business relationships.
For emerging and established designers alike, international expansion involves more than presenting collections abroad. It requires access to influential retail spaces, opportunities to engage with local customers, media exposure and connections with potential commercial partners. By bringing these elements together, the Paris pop-up offers participating brands a platform to test their appeal and strengthen their European market presence.
“This Paris pop-up is an important opportunity for Korean designer brands to connect directly with European consumers and showcase the appeal and potential of Korean fashion,” said Kim Yoon-ji, president of KOCCA. “We will continue strengthening support for promising Korean fashion brands to expand their connections with local markets and consumers, and achieve tangible distribution and business results.”
As the global profile of Korean creative industries continues to grow, fashion is increasingly contributing to the country’s international cultural presence. Initiatives such as The Selects demonstrate how creative collaboration, retail partnerships and targeted promotion can help translate cultural recognition into commercial opportunities.
With five distinctive labels, prominent visibility at Galeries Lafayette Haussmann and engagement from international fashion professionals, The Selects Paris Pop-up Store 2026 marks another step in bringing Korean designer fashion closer to European consumers.
Under the invitation “Meet Your Seoul,” Paris is not simply hosting Korean fashion; it is becoming a meeting point for the designers, consumers and industry partners who may shape the next stage of K-fashion’s international journey.
The Selects | Project Management: ThE WORX
Lately,
Eva
