Inside Ami’s big move on South Korea - Vogue Business

2 months ago 32

To receive the Vogue Business newsletter, sign up here.

French designer brand Ami is betting big on South Korea with the opening of a flagship store this month in Seoul, supported by a show during Seoul Fashion Week in October.

The 300-square-metre store, its biggest in the world, opened in Seoul’s Garosu-gil area on 1 September and spans four floors including menswear, womenswear and accessories. For Alexandre Mattiussi, who founded Ami back in 2011 as a menswear brand that became synonymous with Parisian cool, it’s a significant moment.

Ami’s new store in Seoul.

Photo: Ami

CEO Nicolas Santi-Weil shares Mattiussi’s enthusiasm for the potential of South Korea. “It’s a major step for us, given the importance of Korea in our business. But, it’s beyond numbers, because of Korea’s soft power,” he says. “We have been looking at the market since the beginning — they are trendsetters.”

Santi-Weil notes that South Korea’s influence is now extending well beyond the Asia-Pacific region. “There’s something playful about Korea that’s very inspiring,” he says.

Alexandre Mattiussi and Nicolas Santi-Weil.

Photo: Luc Braquet

Read Entire Article