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- Samsung C&T Fashion Group’s contemporary womenswear brand ‘anggae’ opens 26 Spring-Summer (26SS) pop-up at Stage35 Seongsu, running through May 25
- The pop-up presents the brand’s layered styling and soft silhouettes, along with experiential content created in collaboration with ceramic design studio IAAC and in-store promotions
In Seongsu, one of Seoul’s leading districts for fashion, lifestyle, and immersive brand experiences, ‘anggae’ has opened a new space to introduce its seasonal identity. The pop-up offers a fitting setting for ‘anggae’ to connect with customers offline and bring its refined identity to life.
Launched in 2024, ‘anggae’ is a contemporary womenswear brand that expresses the natural beauty of women’s silhouettes through fluid shapes and refined styling. The brand has been expanding through major online platforms such as SSF Shop and 29CM, domestic select shops including BEAKER and ZIP739, and overseas select shops in markets such as the U.S., Europe, Japan, and China.
“Puttering” into the 26SS Season
For the Spring-Summer season, ‘anggae’ introduces the concept of “Puttering,” a term that conveys relaxed movement, unhurried moments, and the quiet comfort found in everyday life. The collection reflects this mood through soft textures, gentle materials, and relaxed silhouettes designed for natural, effortless styling.
The Seongsu pop-up store brings the seasonal concept to life through a layered space designed around one of the key styling codes of ‘anggae’, using sheer fabrics to visually express the idea of layering while allowing visitors to experience the brand’s SS26 collection in person. The collection is grounded in calm, nature-inspired colors such as white, pale blue, and pale lemon, with key items including jackets crafted in tweed, waffle-knit tops, floral denim bags, oversized leather jackets, and ribbed cardigans. Together, the pieces reflect the brand’s quiet yet expressive identity, offering items that can be styled with ease while maintaining a refined sense of shape and movement.
Experiencing the Brand Beyond Clothing
The pop-up store also introduces experiential elements that extend the identity of ‘anggae’ beyond fashion.
In collaboration with ceramic design studio IAAC Crafts (@iaac_crafts) , the space presents ceramics reinterpreted as fashion items that can be layered over clothing, connecting naturally with the brand’s SS26 concept while allowing customers to experience sensibility of ‘anggae’ through objects as well as apparel.
The pop-up also offers a ceramic necklace-making program, with applications available through the official Instagram account of ‘anggae’ (@anggae.official) and IAAC Crafts’ website. Lifestyle products from IAAC Crafts, including ceramic tableware, are also available at the store.
Expanding the Brand Identity of ‘anggae’
“’anggae’ is a brand that naturally expresses the beauty of silhouettes, with a particular strength in layered styling,” said Dongsu Ban, Head of Business Development at Samsung C&T Fashion Group. “Through this Seongsu pop-up store, we hope customers will be able to experience key pieces in a space that reflects its identity.”
With the pop-up running through May 25, the space offers a limited-time opportunity to connect with the brand’s design philosophy in one of Seoul’s leading fashion and lifestyle districts.
The 26SS collection is also available through SSF Shop, allowing customers to explore ‘anggae’ and its seasonal narrative beyond the physical pop-up space.
‘anggae’ Seongsu, Seoul
Stage35 Seongsu, 35 Yeonmujang-gil, Seongdong-gu, Seoul
Open Monday to Sunday from 11am to 8pm
