Korea’s W Concept Lands in Paris for Fashion Week Pop-up

by · WWD
Inside W Concept's Paris Fashion Week pop-up.Courtesy of W Concept

NEW KONCEPT: As all things “K” continue to grow in popularity, Korean fashion and lifestyle platform W Concept has landed in Paris just in time for fashion week.

The online shopping platform often described as Korea’s answer to Net-a-porter is hosting a two-week pop-up directly across from the temporarily closed-for-construction Pompidou Center. The doors opened with a splashy party Tuesday night.

But don’t expect a traditional shopping experience. Visitors can only browse and try the products in person, then scan a QR code to order them online for home delivery.

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The pop-up brings together 600 items from 75 Korean brands across fashion, beauty, wellness and lifestyle. There’s Kimhekim, EENK, Bonbom and Minjukim, as well as a sizable K-beauty selection.

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The 3,765-square-foot space will also spotlight 10 emerging brands from W Concept’s W Stage development program, including How to Love Me, Epoise, Love Dewey, Demeriel and Thisis Pine.

Inside W Concept’s Paris Fashion Week pop-up.Courtesy of W Concept

The offering goes beyond fashion with vinyl records, Korean crafts, home objects such as carpets and other lifestyle pieces that reflect W Concept’s ambition to export a wider variety of “K” culture beyond K-beauty and K-pop.

“Paris is a really important place for the fashion industry,” said W Concept chief executive officer Jamie Lee. “We need to show some more young and upcoming designers here.”

W Concept, which has been part of the Shinsegae Group conglomerate since 2021, is using the Paris pop-up as part of its push into international markets.

The platform already has a strong customer base in the U.S., Lee said, and the company is now looking to build its presence in Europe. After pop-ups in London, Berlin and most recently during New York Fashion Week, Paris is the latest stop on its global tour.

The pop-up will run through Oct. 12.