LF

- Isabel Marant is to open Asia’s first menswear pop-up store and hold a launch event at its Cheongdam flagship store on April 5
- Main target will be fashion-forward men in their 30s and 40s who pursue a “French cool guy” look

This spring, LF (CEO: Oh Gyu-Sik) will launch the menswear line of Isabel Marant, the French luxury contemporary brand synonymous with “French chic”.
Launched by LF in late 2008, Isabel Marant was founded in 1994 in France and has since grown into a total luxury contemporary brand with a global reach. With each collection presenting various trends inspired by cultures around the world, the brand has garnered a dedicated customer base worldwide. Its super-sophisticated designs are known to be replicated by womenswear brands all over the world.
Showcasing its womenswear collection in 1995 spring-summer season, Isabel Marant launched its second line Etoile in 2000 under the theme of casual chic. Launching its first menswear collection in the 2018 spring-summer season, the brand has completed its lineup as a total fashion brand.
Extending from the brand identity epitomized by “French chic”, Isabel Marant’s menswear line is built under the concept of “French cool guy” and includes the brand’s signature over-sized jackets, logo t-shirts, denim pants and sneakers for stylish and fashion-forward men in their 30s and 40s.

The 2018 spring-summer season menswear collection from Isabel Marant mostly carry natural unisex styles, while some designs are inspired by a masculine rock-n-roll spirit. Price ranges are between KRW 600,000 and 2,500,000 for outerwear, KRW 300,000 and 500,000 for shirts, and KRW 300,000 and 700,000 for pants.

Given the recent growth of the menswear luxury contemporary market in Korea, LF consulted with Isabel Marant headquarters and opened a pop-up store at Galleria Department Store Luxury Hall West on March 22 for the brand’s menswear for the first time in Asia. On April 5, it held a launch event at the Isabel Marant flagship store located in Cheongdam-dong, Seoul. LF plans to secure distribution channels at department stores next year after testing market demands this year through pop-up and flagship stores.

In celebration of the launch of Isabel Marant’s menswear line in Korea, LF launched a Kakaotalk emoticon, a set of cute illustrations inspired by the brand concept, on April 5, in addition to offering a one-day 20% discount and other customer appreciation events at its flagship store.