Korean fashion brand HAZZYS receives warm welcome in Paris

[Courtesy of HAZZYS]

Korean homegrown brand HAZZYS has received a significant invitation from Paris, France, marking a major step toward its European market expansion. LF, the company behind HAZZYS, is willing to leverage this opportunity to actively pursue entry into the European fashion scene.

On Thursday, LF said that its flagship brands HAZZYS and Allegri were officially invited to the “Printemps Paris Korean Club” event, held on May 13 by the renowned Printemps Department Store in Paris. The Printemps Paris Korean Club is an international event aimed at strengthening partnerships between Korea and France across various fields, including fashion and art. Printemps is one of France’s top four luxury department stores.

During the event, HAZZYS and Allegri showcased their Spring/Summer collections on the runway as representatives of K-fashion. The event was attended by over 200 figures from the Paris fashion industry, including media representatives, influencers, and fashion professionals. Emmanuel Suissa, Chief Partnership Officer at Printemps Group, expressed his interest in Korean fashion brands, including HAZZYS and Allegri.

Celebrating its 24th anniversary this year, HAZZYS is a domestic brand inspired by the “Hazzys Club,” the top rowing team at Cambridge University in 1928. The brand’s main concept, “preppy look,” draws from the fashion of British elite university students who enjoyed rowing, featuring classic styles that transcend fleeting trends.

Since its launch, HAZZYS has been well-received in South Korea for its European-inspired casual wear. It began its international expansion in 2007, starting with China and later extending to Taiwan, Vietnam, and other countries, solidifying its position as a leading Korean brand. HAZZYS’ global sales grew by about 22 percent last year. Notably, its sales in China, where it operates around 500 stores, increased by 30 percent.

HAZZYS plans to open its first store in Russia later this year, continuing its global expansion strategy.