LF HAZZYS Opens Pop-up Store in Marais, Paris
- Opening of a pop-up store in the Marais, the fashion central of Paris, following the launch at Colette in August
- Showcasing the first collection from the Artist Edition at the atelier of the famous French sculptor, Rodin
- A cocktail party scheduled to be held to celebrate the pop-up store opening on Sept. 30 during Paris Fashion Week
HAZZYS, one of the main brands of LF (CEO: Oh Kyu-sik) and a well-known traditional casual brand in Korea, opened the Artist Edition pop-store on September 18 (local time) in the Marais, Paris, called the Heart of French Fashion and Arts.
As part of the strategy to emerge as a global brand, HAZZYS became the first Korean traditional casual brand to offer its products at Colette, a famous retailer in Paris, France that is regarded as the epicenter of world fashion trends, last August. This was followed by the opening of a pop-up store in the Marais, where the first collection of the Artist Edition will be available for sale until January 1, 2018.
The Marais, which is one of the most popular shopping districts in the city, is a place where there is coexistence of French culture and arts as well as the latest fashion trends. It is a global fashion street lined with luxury boutique shops, flagship stores of designer brands as well as trend-setting retailers such as Merci, La Fausse Boutique and Empreintes.
The HAZZYS pop-up store in the Marais (address: 45 Rue Saintonge 75003 Paris) appears as though it is an outdoor space, with the ceiling and one of the walls built with transparent glass. It was set up at the atelier of Auguste Rodin, dubbed the Pioneer of Modern Sculpture, who is famous for the sculpture, The Thinker (French: Le Penseur). The small garden inside the store where HAZZYS’ Artist Edition products are on display was the location of Rodin’s molds. The store presents a delightful sight of a harmonious blend of fashion and art.
The first Artist Edition from HAZZYS showcased at the pop-up store in the Marais was created through a collaboration with Ramdane Touhami, a famous art director and the Creative Director (CD) of the French cosmetic brand, BULY 1803. The product line presents an original interpretation of the classical look of HAZZYS under the theme of traveling between Paris and London.
The Artist Edition will be launched with some 100 different styles consisting of outerwear that accentuates the natural texture of wool and the super-soft cashmere, thick shirts with artistic color combinations, pleated skirts, bags with several layers, and more. The collection will present sensuous colors, simple yet unique designs, and surprising combinations of different materials. The prices range from EUR 70 to 150 for t-shirts, EUR 225 to 420 for skirts, EUR 435 to 570 for jackets, and EUR 405 to 885 for coats.
Starting with China in 2007, HAZZYS has advanced into the Asian fashion markets including Taiwan and Japan. It has quickly emerged as one of the top traditional casual brands in Asia, with some 270 store locations in China alone. In order to extend its reach beyond Asia and across the world, the rising fashion company has been working on the Artist Edition for years. It is a global project that incorporates into the products the artworks created by artists of diverse nationalities specializing in various genres of the arts by drawing inspiration from the brand identity such as the logo and symbol of HAZZYS.
Nam Ji-hyun, the Head of LF Marketing Department, said, “HAZZYS, one of the main brands of LF and an iconic fashion brand of Korea, has entered Colette in Paris and opened a pop-up store in the Marais, thereby taking meaningful steps to take off as a global brand beyond the domestic and Asian markets. […] Starting with this collection, we will engage in diverse boundary-crossing collaborations with famous artists from around the world and consolidate our position as a global brand.”
Meanwhile, HAZZYS will host a cocktail party (6:00~9:00 p.m. on Sept. 30) to celebrate the opening of the pop-up store during Paris Fashion Week, which will be covered worldwide, and invite fashion industry officials to introduce itself and its Artist Edition products.