Wooyoungmi opens flagship store in Paris

The store is located on the iconic fashion street Rue Saint-Honoré.

South Korean fashion brand Wooyoungmi opens its second flagship store in Paris. It is located on the iconic fashion street Rue Saint-Honoré, becoming the first Korean brand in the neighborhood.

In 2003, Wooyoungmi became the first South Korean brand to showcase its collections at Paris Men’s Fashion Week and has continued to present its designs in the French capital every year since. The brand opened its first flagship store in Paris in 2013, a decade after its Paris debut. Two decades later, Wooyoungmi is expanding its heritage to become the first South Korean brand on rue Saint-Honoré.

The new store on rue Saint-Honoré embodies the brand’s design philosophy, presenting an elegant and understated luxury aesthetic. At the center of the store is a mesmerizing ear motif in the brand’s signature ruby red. This vibrant red contrasts with the glossy and predominantly white interior and exterior. The ear symbolizes the desire and ability to listen, signifying South Korea’s willingness to listen to the heartbeat and pulse of the world as part of the growing “Korean Wave” or Hallyu.

Wooyoungmi is a South Korean fashion brand known for its contemporary menswear collections. The brand was founded by Woo Youngmi and her daughter Katie Chang in 2002. Wooyoungmi is known for its sophisticated and modern approach to men’s fashion. The brand’s designs often feature clean lines, minimalist aesthetics, and a mix of classic and avant-garde elements. Over the years, Wooyoungmi has gained international recognition and has become one of the major luxury menswear brands in the region.