Hansome, 'System' Paris Fashion Week 10 Consecutive Participations

Exclusive PT by System Studio and Showroom Operation
Accelerating Expansion of Wholesale Sales Network in Europe and North America

Hansome's casual brands System and System Homme are restarting their global market expansion. They plan to actively strengthen their presence in the global fashion market by participating in the first Paris Fashion Week held after the endemic, discovering new wholesale partners, and expanding their overseas sales network.

Hansome, a fashion specialist company affiliated with Hyundai Department Store Group, announced on the 22nd that System and System Homme's global edition, 'SYSTEM STUDIOS,' will participate in the '2024 Spring/Summer (S/S) Paris Fashion Week' and hold an exclusive presentation for fashion industry professionals and buyers from over 20 countries. They will also operate a showroom for purchase consultations. System and System Homme have participated in Paris Fashion Week consecutively 10 times since 2019, and they are the only domestic fashion brand to have participated 10 times in a row at the highly selective Paris Fashion Week.

On the 22nd (local time), Hansome will hold an exclusive presentation for SYSTEM STUDIOS at 'Lyc?e Turgot,' located in the Marais district, known as the fashion hub of Paris, France. At this presentation, Hansome will showcase about 150 new products from SYSTEM STUDIOS 2024 S/S, reinterpreting the traditional elegance into a refreshing atmosphere inspired by southern Italian resorts, combined with System's unique classic style and signature looks.

Notably, the advertising images for SYSTEM STUDIOS 2024 S/S were shot by the world-renowned photographer David Sims, and the styling was done by Emmanuelle Alt, former editor-in-chief of the French fashion magazine Vogue, marking the first participation of a domestic fashion brand. Additionally, the world-famous filmmaker Sam Yukiris is responsible for the presentation effects. From the 24th to the 28th, a showroom will also be operated at their own select shop 'Tom Greyhound Paris,' located in the Marais district, showcasing SYSTEM STUDIOS 2024 S/S products.

Hansome expects that participating in this Paris Fashion Week will be a turning point for expanding global wholesale sales, which had contracted after the pandemic. Their strategy is to secure additional new overseas partners from Europe, North America, and other regions during the event. A Hansome representative explained, "We plan to expand the number of wholesale contract partners from about 50 to 100 from the second half of this year through next year, and to more than double the global wholesale order amount compared to this year."

Previously, at the 2023 Fall/Winter (F/W) Paris Fashion Week held in January, Hansome signed new supply contracts with over 10 new overseas distribution platforms, including the U.S. select shop 'Atelier New York,' Denmark's select shop 'Wood Wood,' and Germany's 'KaDeWe' department store. The wholesale order amount also more than doubled compared to the same season last year.

A Hansome representative said, "Since 2019, System and System Homme have participated in Paris Fashion Week and signed wholesale contracts with over 50 fashion and distribution companies in 20 countries, including overseas department stores like Printemps in France and global fashion online malls like Ssense, expanding contract volumes by more than 30% each season. We plan to accelerate the expansion of our overseas sales network to strengthen our status as a brand leading the global fashion market beyond Korea through this Paris Fashion Week participation."

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