For a shopping trip straight from the pages of Vogue and Cereal, filtered through Seoul’s authentic Gangnam style (meaning the posh bit south of the river) you’ll come close to what Garosu-gil – Seoul’s ginkgo-tree-lined fashion street – is all about. Less stuffy than Cheongdamdong and trendier than tourist-clogged Myeongdong, Garosu-gil has kept its cool creds as it’s evolved into a quietly chic neighbourhood. “The only thing constant in Garosu-gil is change,” says Kim Soo Hyang, perfume designer and owner of Soohyang Villa. “Even after 15 years, I still manage to find new stores on my walks.” It’s an area where hyper-minimal storefronts meet works-of-art window displays while fashion editors cafe-hop in the sun. Soo Hyang’s local tip? “Exploring Saerosu-gil – the area branching out from the main road – where you’ll find up-and-coming hip Korean brands.”
This Korean glasses brand which has collabs with Fendi and Alexander Wang is becoming a household name.
23 Apgujeong-ro 10-gil
The flagship of Korean-owned MCM is the place to pick up limited-edition or classic arm candy – like this Jemison backpack and belt bag.
47 Apgujeong-ro 12-gil
Spend hours at this four-storey concept store stocking up on the edgiest K-beauty brands.
548-5 Sinsa-dong, Gangnam-gu
Streetwear is big business in Seoul, so stock up on these summer rainbow sliders by Nike.
13 Eonju-ro 164-gil, Apgujeong-dong
You’re likely to see the latest K-pop wannabe browsing the rails at Kim’s – Cameron Diaz and Paris Hilton also stopped by on a recent trip to Seoul. Pick up one of their classic straw boater hat to keep out of the sun.
547-2 Sinsa-dong, Gangnam-gu