If we've learned anything from our year of featuring young and established Korean designers, it's that the Seoul fashion scene is bursting at the seams with unique concepts and trend-setting ideas. I am, of course, not alone in my fascination with Seoul: fellow retail creative director Carla Sozzani opened her store 10 Corso Como in the Cheongdam district in 2008. Keen to hear her opinions on the Korean luxury and fashion scenes, I asked her the following Qs!
Humberto Leon: Why did you choose to bring 10 Corso Como to Seoul?
Carla Sozzani: I have always been fascinated by ancient cultures and during my trips to Tokyo to visit the 10 Corso Como Comme des Garçons store, I would stop off in Seoul. It's a very active, modern, and ever-changing city.
What are the differences between the shopping cultures of Asia and Europe?
It's difficult to talk about all of Asia together—each country has its own strong culture, habits, and social environment. Korean people are very interested in fashion, just like they are in art, photography, and design. The women are very beautiful and elegant and, in a way, more classically dressed than the men. Koreans are certainly the most stylish people in Asia.
Luxury is omnipresent in Korea—I've read that you can even buy Gucci bags at 7-Eleven! How do you perceive Korea's relationship with luxury goods? Has it changed since you opened the Cheongdam store in 2008?
Luxury goods are fascinating for all of us, in any culture. But with the opening of 10 Corso Como Cheongdam, we saw a growing interest in personal style.
What types of things are popular at the Seoul stores but not in Milan or Tokyo?
I think the difference is more visible in men's fashion than in women's. But at all the stores we are seeing a growing popularity in unique, limited edition pieces.
The K-Pop band Girls Generation launched their fragrance at the Cheongdam store. How does Korean pop culture influence luxury shopping?
Music, as we all know, is very, very strong in Korea and their bands are now famous all over the world. They influence a young generation of girls who see what they wear and want the same clothing.
During 2010, you held a Guy Bourdin exhibition at the Cheongdam store. This was the first time the photographer’s work had been exhibited in Korea—what was the overall reaction to the show?
Very enthusiastic. We've also held exhibitions for Paolo Roversi, Robert Polidori, and, this year, Peter Lindbergh, which have all been enthusiastically received.
What kind of artwork is popular with Korean collectors?
At the moment, collectors are more interested in modern art—paintings and sculptures—but photography is growing.
Who are some young Korean artists we should Google?
I really like You Myung Gyun, Kim Ki-Duk, Hong Sung Chul, and Lee Jiven.
You've said that the area around 10 Corso Como in Milan has changed dramatically since it opened. Has the area around Cheongdam changed since 2008?
The Cheongdam area was already a famous residential area with luxury stores. Today, there are more little shops and fashion stores. The area is a lot younger.
What are some of your favorite things to do in Seoul?
I like to visit the Leeum, Samsung Museum of Art. It houses three different movements: traditional Korean art, contemporary, and modern art.
Who are some of your favorite Korean fashion designers?
Humberto Leon: Why did you choose to bring 10 Corso Como to Seoul?
Carla Sozzani: I have always been fascinated by ancient cultures and during my trips to Tokyo to visit the 10 Corso Como Comme des Garçons store, I would stop off in Seoul. It's a very active, modern, and ever-changing city.
What are the differences between the shopping cultures of Asia and Europe?
It's difficult to talk about all of Asia together—each country has its own strong culture, habits, and social environment. Korean people are very interested in fashion, just like they are in art, photography, and design. The women are very beautiful and elegant and, in a way, more classically dressed than the men. Koreans are certainly the most stylish people in Asia.
Luxury is omnipresent in Korea—I've read that you can even buy Gucci bags at 7-Eleven! How do you perceive Korea's relationship with luxury goods? Has it changed since you opened the Cheongdam store in 2008?
Luxury goods are fascinating for all of us, in any culture. But with the opening of 10 Corso Como Cheongdam, we saw a growing interest in personal style.
What types of things are popular at the Seoul stores but not in Milan or Tokyo?
I think the difference is more visible in men's fashion than in women's. But at all the stores we are seeing a growing popularity in unique, limited edition pieces.
The K-Pop band Girls Generation launched their fragrance at the Cheongdam store. How does Korean pop culture influence luxury shopping?
Music, as we all know, is very, very strong in Korea and their bands are now famous all over the world. They influence a young generation of girls who see what they wear and want the same clothing.
During 2010, you held a Guy Bourdin exhibition at the Cheongdam store. This was the first time the photographer’s work had been exhibited in Korea—what was the overall reaction to the show?
Very enthusiastic. We've also held exhibitions for Paolo Roversi, Robert Polidori, and, this year, Peter Lindbergh, which have all been enthusiastically received.
What kind of artwork is popular with Korean collectors?
At the moment, collectors are more interested in modern art—paintings and sculptures—but photography is growing.
Who are some young Korean artists we should Google?
I really like You Myung Gyun, Kim Ki-Duk, Hong Sung Chul, and Lee Jiven.
You've said that the area around 10 Corso Como in Milan has changed dramatically since it opened. Has the area around Cheongdam changed since 2008?
The Cheongdam area was already a famous residential area with luxury stores. Today, there are more little shops and fashion stores. The area is a lot younger.
What are some of your favorite things to do in Seoul?
I like to visit the Leeum, Samsung Museum of Art. It houses three different movements: traditional Korean art, contemporary, and modern art.
Who are some of your favorite Korean fashion designers?