LF Mall launches first PB brand 'Standial'... "A style benchmark for women"

LF Mall Standial FW Season Knit Collection Photoshoot. Photo by LF

[Asia Economy Reporter Song Seung-yoon] LF announced on the 27th that its premium lifestyle specialty mall LF Mall has launched the PB brand 'Standial.'

Standial is a women's fashion brand named by combining 'Standard,' meaning a criterion, and 'Dial,' referring to a scale. It signifies proposing a new standard of attractive styles for contemporary women with diverse lifestyles. The brand's main slogan is 'Comfortable & Contemporary,' focusing on creating practical items rather than fleeting trends.

For the FW season, Standial is introducing the 'The Scent of Daylight' knit collection at LF Mall, characterized by a cozy touch and iconic colors. The collection includes various knit items such as cardigans, pullovers, and vests, made with premium yarns like merino wool, cashmere, mohair, and alpaca to achieve a solid texture.

Going forward, Standial plans to build a New Essential line by focusing on specific core items rather than launching a wide range of fashion styles at once, which is the common approach. It will offer practical products essential for each season. The brand will also expand into categories like bags and accessories and introduce collaboration products with other brands.

An LF Mall representative said, "Standial is especially meaningful as it is the first PB brand exclusively launched at LF Mall," adding, "To grow as a brand optimized for online channels, we plan to present differentiated products by organizing exclusive lineups and various content."

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