Shinsegae International debuts MAN ON THE BOON at Paris Fashion Week

MAN ON THE BOON [Courtesy of Shinsegae International]

South Korea’s Shinsegae International Inc. said on Friday that it has made a foray into the Paris fashion market with the launch of its menswear brand, MAN ON THE BOON.

The company will operate the brand’s showroom at the Romeo Showroom in the Marais district of Paris, aligning with the 2024 FW Paris Fashion Week. The showroom will be open until January 24, providing a platform for the brand to showcase its latest collections.

This venture into hosting a brand showroom during an overseas fashion week is a first for Shinsegae International. The decision to participate in Paris Fashion Week reflects the company’s commitment to exploring global avenues amid the growing international interest in K-fashion.

“With the increasing global interest in K-fashion and positive responses from overseas customers to MAN ON THE BOON’s in-house designed products, we have decided to actively seek global expansion opportunities by participating in Paris Fashion Week,” said the company.