KO
- Samsung C&T Fashion Group’s emerging womenswear brand ‘anggae’ opens its first standalone department-store pop-up at The Hyundai Seoul, running from September 17–30
- The pop-up presents a fall/winter collection built around office looks that move fluidly between work and everyday life, alongside exclusive items, winter outerwear preorders and one-on-one styling
Samsung C&T Fashion Group’s womenswear brand ‘anggae’ is opening its first standalone department-store pop-up at The Hyundai Seoul, marking the next step in the emerging label’s rapid growth and expansion of its offline customer experience.
The pop-up will run from September 17–30 at ATTAG on B2 of The Hyundai Seoul in Yeouido, Seoul, showcasing the brand’s FW26 collection through a concept that blurs the boundaries between work and everyday life.
Launched in 2024, ‘anggae’ is a feminine contemporary womenswear brand that reveals the natural beauty of women’s silhouettes through a sensual and fluid approach. The brand has continued to grow through major Korean online platforms, including SSF Shop and 29CM, while building global recognition through select shops in the U.S., Europe, Japan and China. Supported by its distinctive sensibility, design and quality, the brand’s cumulative sales from January through August rose 129% year over year.
Office wear Beyond the Conventional Workday
Under the theme of officewear with blurred boundaries, the collection moves away from a rigid definition of work dressing. Draped lines, curved shapes and considered proportions allow individual pieces to shift easily across different parts of the day.
The collection highlights ‘anggae’s’ signature approach to expressive silhouettes and layering. Key pieces include a faux leather blouson jacket finished with angular pleats at the hem, jacquard artist denim pants defined by a floral pattern and curved silhouette, and a cowl-neck pullover with an elegant, draped line. The lineup also includes the Boxer Bag, a signature style that was reordered following strong demand during the Spring/Summer season.
Exclusive Pieces and Personalized Styling
The Hyundai Seoul pop-up introduces products and services available exclusively at the store. Limited pieces include a flared-sleeve T-shirt and velvet halter T-shirt, while customers can preorder a fur jacket and down padded jacket scheduled for release in October at a 20% discount.
Professional stylists will provide one-on-one personalized styling consultations, while customers who spend KRW 250,000 or more will receive a layering satin scarf while supplies last.
The space visually interprets the brand’s slogan, ‘Revelation through Concealment.’ Soft, translucent chiffon is combined three-dimensionally with burl wood and its natural grain, creating an environment that brings the brand’s distinctive aesthetic of concealment and transparency to life.
Extending the Experience to Seongsu
Following The Hyundai Seoul, ‘anggae’ will continue its series of pop-ups at Stage35 Seongsu in Seongdong-gu, Seoul, from September 29–October 14. Alongside the new Fall/Winter collection, the Seongsu location will offer sensory experiences designed to bring moments of ease into everyday life.
Visitors will be able to experience a fragrance developed to express the brand’s signature sensibility. On opening day, the store will also host a Tea Ritual performance and offer welcome tea.
“Through this series of pop-ups, we aim to strengthen communication with customers by raising awareness of ‘anggae’ at The Hyundai Seoul and extending the experience into wellness in Seongsu,” said Dongsoo Ban, Head of the Business Development Team at Samsung C&T Fashion Group. “While maintaining a strong online-centered business model, we will continue to offer sophisticated offline experiences that expand brand awareness and build a loyal community.”
Discover ‘anggae’ on SSF Shop.
