Head to Hannam for Korea's hottest homegrown labels

Seoul’s Hannam-dong, a hilly district in Yongsan-gu renowned for its wealth and proximity to embassies and diplomatic residences, has emerged as a prime destination for fashion enthusiasts seeking the latest in Korean homegrown labels. Unlike the bustling and often overcrowded Seongsu-dong, which has become a magnet for shopping tourism and pop-up stores, Hannam-dong offers a more relaxed yet equally rich experience for those looking to explore independent designers and boutique brands. Travelers heading to Hannam-dong have several options for access, with the nearest subway station being Hangangjin on Line 6. However, many opt to get off at Itaewon Station instead, as the main shopping area ascends a steep hill from there. Exit 3 provides a gentler incline, making the journey more comfortable as visitors traverse Itaewon-ro, passing by a variety of designer flagships, art spaces, and unique boutiques. Among the standout names in the area is Open YY, a women’s wear label founded by sisters Kim Ji-young and Kim Bo-young. Their Hannam flagship showcases the latest collections alongside an in-store café offering specialty coffee and soft drinks. The brand is known for its experimental approach, featuring borderless designs and unconventional silhouettes that appeal to younger consumers prioritizing individuality over traditional elegance. Notably, Blackpink’s Jennie wore the brand’s signature tight high ballet boots during her visit to Paris for Chanel’s show in October, leading to a quick sell-out of that particular design. In addition to clothing, the store also carries bikinis, shoes, and handbags, with current discounts available on summer stock. Another prominent name in the area is SunburnProject, a streetwear label distinguished by its vibrant colors and original graphic prints. The brand aims to capture the essence of a long day under the sun, targeting individuals with a clear sense of style. This season features a collaboration with Paul Frank, reimagining the American brand’s mascot Julius with a sun-tanned look and deliberate fading effects, mimicking the appearance of a well-worn shirt. Among the label’s most recognizable accessories is the M.O.S Bag, famously carried by actress Han So-hee in burgundy. Available in multiple colors, the bag functions both as a shoulder bag and a tote. Further along the route, Glowny stands out as one of the neighborhood’s most sought-after labels. Founded in 2020 by sisters Choi Jane and Choi Ji-ho, the brand has amassed nearly 400,000 Instagram followers and counts K-pop stars such as IVE’s An Yujin among its fans. Named to Forbes’ 30 Under 30 Asia retail and e-commerce list last year, Glowny is best known for its denim, especially its low-rise jeans and classic line, which consistently draws repeat customers. The brand’s basic T-shirts maintain their shape even after multiple washes and feature a slim fit that makes them difficult to return to once tried. Currently on display is the Twinkle mini skirt, worn by aespa in the “Kiss N Tell” music video. Avie Muah, a label run by Kang Min-kyung of the duo Davichi, opened its Hannam store in June. Known for her stylish off-duty looks, Kang’s influence extends beyond her music career into the world of fashion. The brand caters to a mature audience, with pieces designed for both professional and evening settings. Prices are on the higher end, but the brand maintains a loyal customer base. The fall collection debuted recently, with the autumn lineup now available in the store. Another notable item is the phone knob, a unique accessory that adds to the brand’s distinct identity.