S.Korea’s Handsome releases brand book with Assouline

South Korean fashion company Handsome Corp., a division of Hyundai Department Store Group, said on Thursday that it has partnered with Assouline, one of the world's leading luxury fashion style book publishers, to release a brand book.

The move marks the first time a domestic fashion label has collaborated with a prestigious publisher renowned for producing brand books for global luxury brands.

The collaboration is part of Handsome's celebration of the 30th anniversary of its premium women's clothing label, Time.

Assouline, viewed as one of the top-three luxury publishers alongside Taschen and Phaidon, has previously created brand books for high-end brands such as Chanel, Louis Vuitton, Cartier and Rolex. This has led to an industry adage: "To be recognized as a true luxury, you need to publish a book with Assouline." 

Assouline is renowned for its rigorous selection process for brand book collaborations. "Assouline has strict publishing standards, turning away fashion brands lacking unique philosophy and culture, regardless of the financial offer," a Handsome official explained. "Time was chosen due to its sustained status over three decades as a leading Korean women's clothing brand and for its distinctive heritage."

The 80-page Time brand book showcases the brand's evolution through its identity, advertising campaigns and key product images over its 30-year history. Renowned American model Kaia Gerber, chosen as the anniversary campaign model, graces the book's cover.

Handsome will produce 5,000 copies of the Time brand book for distribution to key clients and retail companies both domestically and internationally. The book will serve as promotional material for the brand's anticipated global market entry in the future.

Write to Ji-Yoon Yang at yang@hankyung.com