W Concept is set to launch a pop-up store called W Together in New York’s Soho district from September 10 to 23, coinciding with New York Fashion Week, one of the world’s four major fashion events.
This strategic move aims to showcase the talent of K-fashion designers and explore new market opportunities in the global fashion hub of New York.
The pop-up’s theme, Experience K-Lifestyle Through W, promises to immerse visitors in various aspects of Korean culture, from cutting-edge fashion and beauty trends to music and wellness.
Fashion enthusiasts can expect to discover over 90 carefully curated Korean designer brands at the event. The lineup includes W Concept’s flagship brand Frontrow, exclusive W Only collections, K-fashion trailblazers under the W ICON label, and emerging talents from the W Stage program.
Visitors will have the chance to explore internationally recognized labels like EENK, KIMHĒKIM, MINJUKIM, BONBOM, and vunque, alongside rising stars such as MOONEED, MOHAN, and Mars en Avril.
The two-story pop-up is designed to offer a comprehensive K-fashion experience. The ground floor will showcase statement pieces from leading designer brands and must-have K-beauty products. Meanwhile, the basement level will feature tech-forward attractions like AI-powered virtual fitting rooms and personalized styling sessions for creating Instagram-worthy lookbooks. For an extra dose of Korean pop culture, guests can enjoy a self-photo booth and do-it-yourself (DIY) keycap stations.
This exciting venture is part of the 2026 Support Project for Overseas Expansion of Retail Companies, backed by South Korea’s Ministry of Trade, Industry, and Energy and Korea Trade-Investment Promotion Agency (KOTRA). W Concept is spearheading the project in partnership with Shinsegae Department Store.
A spokesperson for W Concept shared that they’ve timed this pop-up to coincide with New York Fashion Week to introduce the world to Korea’s chic lifestyle. The goal is to continue bridging the gap between domestic designer brands and the global fashion scene.