[Shinsegae International] Enhances new luxury brands!
Contemporary brand ENFÖLD launching in Korea
- Women's contemporary brand founded by Mizuki Ueda in 2011
- Went viral as the top ranked brand in the select shop even before the official launch
- Launch on the S.I. Village on the 8th and open the store at Shinsegae Department Store Gangnam branch on the 14th
Shinsegae International is launching a new overseas fashion brand to strengthen new luxury brands.
Shinsegae International announced that it would open ENFÖLD store on the fourth floor of Shinsegae Department Store Gangnam branch on the 14th of this month with an exclusive right of this women's contemporary brand. This is the first ENFÖLD exclusive store in Korea.
ENFÖLD, women's contemporary brand, was founded by creative director Mizuki Ueda in 2011. It is beloved around the world with sustainable design which is not limited by age or size.
It has a solid fan base as it was sold at the select shop even before its official launch in Korea, and is well received enough to compete with the top ranked brands in the select shop.
Like the brand's name, which means ‘encircle’ and ‘embrace,’ it features a soft and elegant silhouette like being enfolded. Under the concept of the key philosophy ‘hidden beauty,’ it is designed to give off natural feminine beauty through comfortable and wearable clothes with the idea that true beauty comes from the inside.
ENFÖLD Shinsegae Department Store Gangnam branch, which will open with the brand launch, is the first global exclusive store with a size of 35㎡. ENFÖLD is pursuing a unique interior design for each store, and this Shinsegae Gangnam branch was designed with bright neon-green cylinders throughout the space to create its identity unique to the store.
The bent cylinders in various forms are reminiscent of people standing, lying down, or tilting their heads. This implies the respect for unique individuals and beauty, like the meaning of ‘enfolding’ of the brand name.
With the flexible beauty of ENFÖLD, this new store offers a variety of ENFÖLD products including the 22FW season collection.
One of the main products, back-drape oversized coat gives you a sense of restrained elegance with ruffles to add a point. Padded blouson, which fully appeals the charm of ENFÖLD, features a unique design which seems to be layered with a mixture of different materials.
Prior to the opening of the ENFÖLD store, Shinsegae International will start selling products through its official online mall S.I.VILLAGE from the 8th of this month and hold a launching event until the 18th.
An official from Shinsegae International ENFÖLD said, "As we already have a big customer base based on high awareness in Korea, we will actively open stores and grow the brand."