S.Korea’s fashion brand Time to debut at Paris Fashion Week

Time, South Korea’s best-selling women’s fashion brand which is owned by Handsome Corp., will participate in Paris Fashion Week fall/winter 2024.

Handsome, a fashion house of South Korea’s major retailer Hyundai Department Store Group, announced on Wednesday that its premium brand Time will enter the global fashion market for the first time since the brand’s launch in 1993.

The company plans to showcase the special presentation of Time on Feb. 29 at the Palais de Tokyo, a renowned arts and culture venue in Paris's 16th arrondissement.

Handsome will introduce The Time, an upmarket collection for international fashionistas, as part of its efforts to nurture its flagship fashion brand as a global luxury name. The company has been preparing this new brand lineup for overseas expansion.

The company recruited global marketing firms, creative directors, and photographers who have experience working with luxury brands such as Chanel, Dior, and Cartier. 

In addition to participating in Paris Fashion Week, Handsome plans to establish offline distribution networks and online communication channels to target the European market.

The company plans to open a Time global flagship store on the main streets of Paris and establish stores in major department stores by as early as 2026.

Time will launch its official global website and create new social media channels. 

Write to Hun-Hyoung Ha at hhh@hankyung.com