A Look at the Current State of Fashion from Seoul, South Korea.

This time, we visited three select shops located in the Banpo, Seongsu, and Buam neighborhoods of Seoul. As we explored their product lineups and popular items, we discovered not only each shop’s unique focus but also the distinct atmosphere of each neighborhood. Let’s take a look at Seoul’s current fashion scene through these three shops.

Once lined with small local factories, Seongsu has been transformed through redevelopment into a hub for fashion and art. From flagship stores of up-and-coming Korean brands and global labels to cafes and galleries, the area has become a trendsetting hotspot where style-conscious young people gather. The second flagship store of *Khakis* opened here in 2024. It’s located in a building that houses *thisisneverthat* on the upper floor and *PIZZA SLICE*—a brand familiar to Japanese customers—in the basement.

The spacious interior was designed by “COM,” a design studio known for its work with many popular Korean shops. The layout can be changed using movable fixtures, and the space also hosts pop-up shops and music events. The sophisticated sales floor features a variety of brands in addition to , but just as in Japan, the running boom has made outdoor and sports brands particularly popular. Among these, modern European apparel seems to be especially in demand.

What I found interesting while talking with the staff at 〈Karkis〉 was that vintage fashion—which hadn’t really caught on in Korea—has recently been gaining attention little by little. Korean fashion trends change at a dizzying pace. At the heart of this must be a desire to dress differently from others, and the aged look and stories behind vintage pieces may align well with that sensibility. 〈Karkis〉 is known for designs that infuse a modern sensibility into a vintage foundation. Its popularity also gave me a sense of the current state of the Korean fashion scene.