SOUTH KOREA. Parisian fashion brand Ami has teamed up with Shinsegae Duty Free to unveil its store at the retailer’s Myeong-dong outlet.
Located on the 9th floor, the concept is designed to appeal to both international and Korean shoppers, specifically targeting Millennial and Gen Z consumers through its contemporary approach to “new luxury”.
Founded by renowned creative director Alexandre Mattiussi in 2011, Ami has established a cult status for its minimalist yet trendy designs.
Known for its signature heart logo, the brand has become popular among celebrities and trendsetters around the globe.
Ami was introduced in South Korea in 2011 through a partnership with Samsung C&T’s fashion division.
To address the increasing demand from shoppers, the new Ami store will showcase an exclusive selection of the brand’s autumn/winter season items, including Ami heart logo knitwear and cardigans.
Among the key offerings at the store is the ‘AMI ALEXANDRE MATTIUSSI’ lettering logo series, featured in the recent spring/summer season.
The Myeongdong location is the first duty-free store to offer these exclusive pieces, which include stylish sweatshirts, hoodies and outerwear (windbreakers), recommended for everyday wear.
In addition, shoppers can find a variety of premium autumn and winter essentials, including cashmere knitwear and cardigans, offering sleek and minimalist designs with subtle tonal logo details.
Other signature items such as the Big Heart knitwear and t-shirts adorned with small red heart accents also feature at the store.
A Shinsegae Duty Free spokesperson said: “This new Ami store is a strategic move to attract younger shoppers by offering brands they love and expanding our contemporary brand portfolio. We’re committed to bringing in fresh, exciting brands that cater to the evolving tastes of today’s travellers who are seeking unique, high-quality products.” ✈
