A Fashion Lover's Guide to Seoul

Osklen fashion can be found in Ipanema and Leblon |© Aveda Corporation/Flickr
Osklen fashion can be found in Ipanema and Leblon |© Aveda Corporation/Flickr
Photo of Linda Dunsmore
25 January 2017

Seoul is a paradise for fashion lovers and while most tourists in Seoul shop in Myeongdong, there are plenty of other options to try. Visit Seoul’s hottest districts, purchase one of a kind items at vintage stores and hang out with Korea’s top models. Read on for our fashionista’s guide to Seoul.

Beautiful Store

One of the first secondhand stores in the country, Beautiful Store offers CDs, shoes, accessories and clothing. Shop at Beautiful Store and some of your money will go to national and international charities. Today, the brand has expanded its concept all over South Korea but Seoul has the largest amount of stores.

Moonshot Flagship Store

This unique flagship store is especially interesting to visit for K-Pop fans as the label was created by YG Entertainment, the agency behind some of the biggest Korean music groups. Moonshot does not only sell extravagant fashion but also carries its own makeup line inspired by the biggest names in the Korean music industry.

Smith Market

Those looking to snap up designer items for a fraction of the cost should head straight to Smith Market. Whether it’s Valentino, Prada or Alexander McQueen, Smith Market offers all items for up to 90% off the original price. You can check their website to see what the store has currently in stock before you visit and if you have a designer piece or two you’d like to get rid off, Smith Market also buys items in good condition.
76-6 Jamwon-dong, Seocho-gu, Seoul


Literally translated to “tree lined streets”, Garosugil is probably the hippest area in Seoul right now. Surrounded with tall ginkgo trees, the area features interesting bookstores, boutiques, art galleries and trendy cafes and restaurants. Many of Seoul’s concept stores are located right here. If you are looking for unique pieces with a small price tag, Garosugil will be your best bet.


After years of pursuing his dream of an international culinary career around the world, Chef Ryu came back to South Korea and opened his own restaurant in Seoul’s Sinsa district. It only took a short while until Ryunique’s Korean fusion cuisine took off, making it one of Asia’s 50 Best Restaurants 2016. Chef Ryu combines European flavors with Korean and Japanese dishes and creates a luxurious set menu. Try his signature dish, seared duck breast with smoked leak and orange miso jus, but don’t forget to make a reservation first.


This trendy lounge bar is the place to be on the weekend. Not only can you sip on some of the finest drinks in the city, but you might even get a glimpse of a celebrity while hanging out. Y1975 offers an extensive number of beverages, both alcoholic and virgin. What stands out is the artistic presentation involving fresh fruit, flowers, ice, and candles.

Dongdaemun Design Plaza

This is the place where the bi-annual Hera Seoul Fashion Week is held in October and March. Big names of the fashion industry come from near and far to be part of this fashion event every season. Today, Seoul is one of the largest hosts of an international fashion week alongside New York, Paris, London and Milan. Check the official Website for dates and tickets.

The Simone Handbag Museum

Opened in 2012, the Simone Handbag Museum is unique Seoul institution. Located in Seoul’s hip Garosugil district, the museum houses over 300 pieces from Europe dating as far back to as the Middle Ages. Kenny Park, the man behind the museum, is the CEO of Simone Acc. Collection Ltd, supplier for none other than Marc Jacobs, Tory Burch and more.

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