If you’re planning a trip to South Korea, you’re going to want to put aside a specific budget (and maybe some extra baggage weight as well) just for shopping. Sure, you’ll want to do the typical touristy things such as walking around Deoksugung Palace in a hanbok, traveling back in time to see the traditional houses at the Bukchon Hanok Village, or experiencing the nightlife in Hongdae. But trust us–there’s no better place to shop and give yourself a wardrobe refresh than Seoul.
In the South Korean capital, style inspo can be found by simply walking down the street. Ahead, take cues from these stylistas, as we’ve listed some of the best fashion brands you have to visit when you’re in Seoul.
SHOP: The Best Brands to Shop in Seoul
Musinsa Standard
Musinsa is an online store that sells various Korean fashion brands, but they’ve since launched a brand called Musinsa Standard, which is now widespread across South Korea, with several locations around Seoul.
The brand is essentially a one-stop shop for good-quality yet affordable Korean contemporary and modern fashion. Musinsa Standard is a great place to get basics for both men and women, and it’s extremely popular among locals. You’ll find everything you need to build the perfect minimalist yet chic outfit—think basic tees, well-fitting bottoms, and jackets.
Emis
If you follow Korean fashion, you’ve probably spotted people wearing caps with Emis embroidered on them. Emis (short for Every Moment is Special) is best known for their caps and bags, which come in practically every shade and color. They’re also a great place to shop for streetwear and comfy athleisure or loungewear.
Marithé François Girbaud
As you may have guessed from the name, Marithé François Girbaud isn’t a Korean brand but a French one. However, locals particularly love their tees and sweaters, and you’ll often see people in the subway or on the streets sporting T-shirts printed with the brand’s name or signature bear. Opt for the brand's denim pieces, as well as its stylish ballet flats!
Matin Kim
In Seoul, you’ll find many Lotte Department Stores—a top destination for all things luxury, from beauty to fashion. It can be overwhelming with the number of great stores to visit, but Matin Kim stands out. Once you step inside, the brand's pieces—from its clothing to the cute collection bags—will catch your eye. Their minimalistic street style just screams "cool-girl" vibes.
ALAND
If you’re looking to discover pieces from up-and-coming Korean fashion designers, ALAND is the best place to shop. This multi-brand store is packed with cute tees, sweatshirts, hoodies, caps, and accessories. The shop also carries the cutest stationery items—perfect for bringing home as pasalubong or souvenirs.
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