Samsung C&T Fashion Beaker 'Orari' Opens First Popup at Shinsegae Department Store Gangnam Branch

[Asia Economy Reporter Song Seung-yoon] Samsung C&T Fashion Division announced on the 16th that AURALEE, a global brand operated by BEAKER, has opened its first domestic pop-up store on the 6th floor of Shinsegae Department Store Gangnam Branch.

Through this pop-up store, AURALEE prepared men's and women's products including shirts, turtlenecks, sweatshirts, jackets, coats, skirts, and slacks. AURALEE is a brand launched in 2015 by Ryota Iwai, a designer from Kobe, who utilized his experience as a modelist and designer.

The idea was inspired by the form of fabric being wrapped, expressing the potential and extensibility of fabric through the pop-up space. The dressed form of the clothes embodies Ryota Iwai's philosophy that the value of existence is determined by the potential and extensibility of the fabric.

Shin Ji-yeon, head of the BEAKER group, said, "We plan to strengthen branding through the opening of AURALEE's first pop-up store, which has gained a reputation for perfect quality and structural silhouettes," adding, "We intend to increase customer touchpoints based on various distribution strategies in the future."

This content was produced with the assistance of AI translation services.