On March 9, 2017, The Laundress Seoul Korea store opened its doors with a launch celebration featuring celebrities, press, and Laundress lovers alike while unveiling the new city-exclusive product, Seoul.
The Laundress’ first international flagship is located on Garosu-gil, an upscale street of Sinsa-dong in the Gangnam area – known as a hot spot for top beauty and fashion brands. Modeled after the SoHo flagship, the store’s clean aesthetic mirrors The Laundress brand with black and white finishes. The space features a washer, dryer, and sink for demonstrations just like the New York City flagship store.
The Seoul Fabric Fresh Exclusive
Gwen and Lindsey have always wanted to create exclusive scents for their favorite cities in the world. The launch of the Seoul flagship store was the perfect opportunity to create their first city-exclusive, limited edition fragrance product — Seoul Fabric Fresh. The scent is a celebration of the passionate Korean Laundress customers and their commitment to the proper care of their clothing and homes. A fresh take on a traditional rose fragrance served as the inspiration — something Gwen and Lindsey agreed perfectly complimented the city of Seoul. New York-based artist and friend of The Laundress, Daniela Kamiliotis created the Fabric Fresh’s illustrated label featuring Seoul’s trademark N-Tower, alongside the Korean-inspired laundry lady.
Press, artists, actresses, and local luminaries were among the guests at the opening, including editors and journalists from Vogue, Elle, Harper’s Bazaar, W, Marie Claire, Allure, InStyle, GQ, Cosmopolitan, Jin SeoYeon (actress), Yoo MinJoo (Patisserie, Glamorous Penguin CEO), and Youngme Yoon (announcer and TV personality). Gwen was also excited to see our friends and featured Laundresses from our 2016 I am The Laundress interviews, Heejae Kang (CEO of clothing company UTG) and Jiyoung Kim (CEO of PR agency Complete K).
When guests were done shopping and touring the store, each were given a custom Laundress souvenir cup and beautiful artisanal bread from neighborhood bakery, 88 Bread. The name is derived from the 88 layers that exist in each piece!
The Social Media Storm
Over 150 guests attended the event, and the celebration took the social media world by storm! Check out a few of our favorite photos from Instagram.
Visit the Store
Visit the Seoul flagship at Dosandae-ro 17-gil 27.