Shinsegae And Metro Unveil Unique Korean Fashion Collaboration In Singapore

South Korean fashion giant, Shinsegae, is set to make its entrance into the Singaporean market through a unique collaboration with Metro. This partnership will entail the launch of a pop-up store at Paragon, scheduled to run from September 25 until October 5.

Introducing Six Korean Brands

The pop-up shop aims to unveil six Korean lifestyle and fashion brands to Singapore’s fashion-forward audience. The brands include Studio Tomboy, Man on the Boon, Jaju, Voice of Voices, Rawrow, and Vidivici. Following the pop-up, these collections will continue to be available at Metro Paragon until the end of October. In this way, shoppers will have ample time to explore and shop from Shinsegae’s expertly curated portfolio.

Collaborative Design Partnership

The collaboration will also bring forth a unique amalgamation of design elements from both Singapore and Korea. This will be achieved through a design partnership between Singapore’s Phunk Studio and Korea’s Studio Tomboy. The design inspiration will borrow heavily from Peranakan florals, Korea’s hibiscus, the durian fruit, and the yin-yang symbol.

Transition to a Fashion-centric Retail Model

According to Erwin Wuysang-Oei, the CEO of Metro Singapore, this partnership signifies Metro’s strategic transformation from a traditional department store to a more fashion-focused retail model. He expressed that this collaboration with Shinsegae International marks a critical milestone in Metro’s evolution and brings a new model for international retail collaboration. The partnership not only brings Korean fashion to Singapore but also celebrates both cultures while setting new benchmarks for fashion retail in Southeast Asia.