LF

HAZZYS, a prominent traditional casual fashion brand in Korea and a flagship brand of LF (CEO Kyu Sik Oh), is set to expand into Paris, the world’s fashion capital, to emerge as a global brand. 

HAZZYS is aiming to extend its reach beyond Asia and into the European market by offering its products at Colette in Paris, France and displaying its products behind the show window for a designated period of time, 

in addition to opening a HAZZYS pop-up store in Le Marais, Paris, launch the Artists Edition Line as a global strategic line, and renewing its brand identity (BI) to reflect the global trends. 

HAZZYS will become the first Korean traditional casual fashion brand to have its products displayed behind the show window of Colette, a landmark boutique in Paris that’s called the “Epicenter of Global Fashion,

” from July 31 to August 5. Through the display, HAZZYS will unveil the first collection from its global strategic line, Artists Edition, which will be launched in the latter half of this year. 

Colette, located on the rue Saint-Honoré, the center of high-class culture in Paris, has been consistently delivering products that lead the world fashion trends every season since its opening in 1997.

 It is considered one of the world’s top 3 boutiques, along with Opening Ceremony in the U.S. and 10 CorsoComo in Italy, and regarded as the first “lifestyle fashion boutique,” which has become a major trend in the fashion industry.

 Every month, Colette selects a couple of brands to focus on, and displays their products behind the Colette Show Window. Being chosen for the display attests the brand’s influence in the global fashion community, 

and some of the brands that graced the Colette Show Window include Balmain and Alexander Wang.  

Since expanding into China in 2007, followed by other fashion markets in Asia including Taiwan and Japan, HAZZYS has come into prominence as one of the top traditional casual fashion brands, with around 270 stores in China alone. 

It is now endeavoring to make a giant leap to emerge as a global brand, with the Artists Edition, which it has worked on for several years. It is a global project involving artists from various sectors of the arts worldwide, and the artworks created by drawing inspirations from the brand identity of HAZZYS such as its logos and symbols are incorporated into HAZZYS products. For the first collaborating artist, HAZZYS chose Ramdane Touhami, a famous art director and the Creative Director (CD) of BULY 1803,

 a French cosmetics brand. The first product line from the Artists Edition created in collaboration with Touhami will be shown in the show window area of Colette located on the first floor until August 5, and it will be available for sale until the end of this year. 

The first collection from the Artists Edition will consists of around 100 different styles across various product categories including pants, shirts and jackets, and it is characterized by sensuous colors, simple yet unique designs, and the use of a combination of unusual materials that meet the needs and wants of European consumers. The T-shirts will be priced at EUR 70~150, skirts at EUR 225~420, jackets at EUR 435~570, and coats at EUR 405~885.  

Starting with this collection, HAZZYS will pursue a wide variety of collaboration projects with celebrated artists from all over the globe to present differentiated styles in addition to bringing an air of freshness and vitality to the brand and building up a reputation as a global brand. 

As part of this strategy, HAZZYS will open a pop-up store that will present clothing and beauty products along with coffee in Le Marais, Paris, called the “Heart of Fashion and the Arts” in France. The first collection from the Artists Edition will be sold at the pop-up store. 

For its global expansion, HAZZY has also conducted a brand logo renewal project for the first time in its 17-year history, together with La Petite Grosse, a prominent branding consulting company in France that has provided logo and packaging design consulting to world renowned luxury brands such as Chanel, Moet & Chandon and Kenzo. The brand new logo will be used on the new products that will be launched as part of the 2017 fall/winter collection. 

The new logo was developed strictly in reflection of the global trends and based on the results of domestic and overseas consumer surveys is characterized by simplified details of the puppy symbol and an increased sense of modernity, while it still maintains the high-class image of the brand by accentuating the simple lines of the watermark. HAZZYS plans to spur diverse logo marketing activities to develop the new logo into a widely beloved logo in the global market. 

Nam Ji-hyeon, the Head of Marketing at LF, said, “As a flagship brand of LF and a representative fashion brand of Korea, HAZZYS will be nurtured into a beloved global power brand by people around the world, based on mid- and long-term plans that have been systematically established,” and added, “The launch of sales and show window display at Colette, Paris and the pop-up store that will be opened in Le Marais will become a meaningful debut stage for HAZZYS to take its very first step to become a global brand and test the possibility of gaining success in the European market, which is the fashion hub of the world.”