Hansome's 'System', Gaining Recognition in Europe, Holds Exclusive PT in Paris, France

2025 Spring Summer Season Paris Fashion Week Participation
'System' Achieves 30% Annual Growth Since Entering Europe in 2019

Casual brand ‘System·System Homme’ of Hansome, a fashion specialist company affiliated with Hyundai Department Store Group, announced on the 20th that it will participate in the ‘2025 Spring Summer Paris Fashion Week’ and hold a solo presentation (PT).

System is the only domestic native fashion brand that has participated in Paris Fashion Week twice a year consecutively for 12 times since 2019.

Hansome System Paris Flagship Store exterior view. [Photo by Hansome]

This PT will be held at 6 p.m. local Paris time on the 20th. The venue is ‘Industrial Location Berger,’ which is gaining attention as a showcase location for global luxury brands in Paris.

Hansome plans to showcase more than 200 new global collection products, including men’s and women’s clothing, to fashion industry professionals and buyers from over 20 countries around the world at this System presentation.

The theme of this collection is ‘Summer Love,’ inspired by Shakespeare’s 'A Midsummer Night’s Dream,' presenting various products themed around unforgettable love encountered by chance during summer vacations or travels and the sense of loss that follows the end of that love.

A Hansome official explained, “The global collection features the expression of volume using light materials such as linen and layered chiffon, and actively utilizes sophisticated layering (a form created or styled by overlapping different clothes or fabrics).” Hansome plans to operate a dedicated showroom near the Marais district in Paris until the 26th for global fashion buyers, fashion media, and industry insiders.

Additionally, Hansome will present unique content that promotes Korean culture in collaboration with domestic native brands at this event. Through collaboration with the leading domestic sports brand ‘Prospecs,’ Hansome will reinterpret the popular product ‘Marathon 110 model’ into a limited edition sneaker matching System’s design concept. Models will wear System clothing and Prospecs sneakers and perform runway walking at the presentation site.

Korean-style fusion cocktails inspired by soju will also be introduced. Hansome plans to offer global fashion professionals cocktails such as ‘Seongsu’ and ‘Hannam,’ made with soju as the base and various syrups and fruits tailored to European local tastes, in collaboration with HiteJinro.

Since 2019, Hansome has steadily participated in Paris Fashion Week, striving to raise the brand awareness of System. The export scale of System has grown by more than 30% annually on average.

This year, the plan is to accelerate the penetration into the European local fashion market. A Hansome official said, “Previously, Hansome was in a position to ask global fashion professionals to participate in presentations, but this year, the brand awareness has increased to the extent that inquiries about participation in presentations from overseas buyers and fashion professionals have come first since May,” adding, “Pre-wholesale consultation inquiries have also increased more than threefold compared to last year, showing great interest from overseas professionals.”

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