23 January 2026
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Seoul has emerged as one of the world’s most dynamic fashion capitals, where global luxury and experimental design exist side by side. The fashion industry is driven by image-makers rather than institutions, with K-pop artists shaping global style conversations that move fluidly from music videos to runway front rows and street-style feeds.
In Cheongdam and Apgujeong, luxury flagships and long-established concept stores anchor Seoul’s high-fashion identity, while Seongsu’s former factories and warehouses have been reimagined into design-forward retail, beauty spaces and cafés that reflect the city’s creative edge.
Ahead of Seoul Fashion Week — held each February and September — this guide explores Gangnam and Seongsu through the eyes of fashion lovers, tracing where Seoul’s luxury spine meets its most experimental design energy.
Cheongdam, Apgujeong and Sinsa: Seoul’s luxury spine
Long synonymous with Seoul’s high-end fashion and beauty scene, Cheongdam, Apgujeong and Sinsa form Seoul’s “luxury spine.” This stretch of Gangnam district is anchored by high-end flagships and established concept stores that have shaped the city’s fashion landscape for decades.
Where to shop and eat:
Cheongdam-dong
Cheongdam-dong’s main strip is lined with the flagships of major international couture houses, from Chanel to Prada. Many of the buildings are architecturally powerful, such as the Frank Gehry-designed Louis Vuitton store. You can take a coffee break at Café Dior, located on the fifth floor of the French couture house’s tulip-shaped white building.
Gucci is home to Gucci Osteria da Massimo Bottura, the Seoul outpost of one of three MICHELIN-recognized locations around the world by the esteemed Italian chef. Relocated here in September 2025, the Seoul restaurant’s deep green interior provides a lush setting for Korean-infused Italian dishes by Head Chef Jun Hyungkyu.
READ MORE: Epicurean Escapes: MICHELIN-Selected Hotels in Seoul with Starred Restaurants
There are many dining options within a ten-minute walk, include Korean cuisine at Mingles (Three MICHELIN Stars), Kwonsooksoo (Two MICHELIN Stars) or Jungsik (Two MICHELIN Stars); French at L'Amitié (One MICHELIN Star); and Japanese at Sushi Matsumoto (One MICHELIN Star).
Near the cluster of MICHELIN-Starred restaurants are multi-brand landmarks. Located in a museum-like space designed by Peter Marino, Boontheshop embodies a more classic, luxury-driven sensibility. 10 Corso Como Seoul presents a hybrid cultural experience that balances fashion with art, design and publishing. Beaker Cheongdam, meanwhile, skews toward the contemporary and niche.
Dosan Park/Apgujeong
In the Dosan Park area a couple blocks away, the Hermès flagship offers not only retail but also exhibitions and a café/restaurant. Nudake Haus Nowhere Dosan draws visitors with its artfully crafted pastries in an edgy art-driven space. Nudake’s building also houses eyewear label Gentle Monster and skincare brand Tamburins — two cult Korean brands that blur the lines between fashion, beauty and immersive retail. Don’t miss Addicted, a concept store bringing together experimental brands and art installations. It is the go-to spot for the stylists behind trendsetting K-pop stars.
Dining options include Evett (Two MICHELIN Stars) for contemporary Korean, YUN (One MICHELIN Star) for Korean and Goryori Ken (One MICHELIN Star) for contemporary Japanese. Or hop on a cab for a short ride to the other end of Sinsa-dong, for French at Soigné (Two MICHELIN Stars) or vegan dishes at Légume (One MICHELIN Star) in the same building.
K-beauty today is less about a single serum or trend and more about an aesthetic ecosystem — one that blends fashion, skincare, hair and attitude into a cohesive point of view. Sulwhasoo SPA Flagship Store draws on traditional herbal skincare philosophy and premium products for holistic facials and massages. 1899 Jeonggwanjang Spa, located nearby in Samseong-dong, offers ginseng-based therapies that are also reflective of Korea’s herbal traditions.
Where to stay:
Andaz Seoul Gangnam
La Casa Hotel Seoul
voco Seoul Gangnam
Hotel Cappuccino
Josun Palace, a Luxury Collection Hotel, Seoul
MICHELIN-Selected Restaurants and Hotels in Gangnam
Seongsu-dong: Seoul’s Meatpacking District
Often compared to New York’s Meatpacking District, Seongsu-dong is defined by former shoe factories and warehouses repurposed into cafés, galleries and design-forward retail pop-ups. The area’s raw, industrial edge sets the tone for some of the most experimental spaces for fashion, art and beauty.
Where to shop:
A hub for emerging creative brands and independent spaces, the neighborhood draws crowds at all hours of the day for edgy pop-ups and multi-brand stores.
Empty is a go-to stop for K-pop stylists sourcing statement pieces and experimental looks, while EQL offers a broader, trend-conscious mix that bridges streetwear and contemporary fashion. LCDC presents a smaller but more deliberately curated selection, bringing together niche fashion labels alongside quirky stationery, indie jewelry brands and thoughtfully chosen home goods.
Musinsa anchors the area’s streetwear credibility, with Musinsa Standard offering a streamlined wardrobe of well-made basics — often described as Korea’s answer to The Gap or UNIQLO, but with a sharper, more fashion-conscious edge. Nearby, 29CM brings fashion, beauty and homeware with a lifestyle-first approach that appeals to design-minded shoppers.
Hard to miss are the flagships of local brands including ADERERROR, Gentle Monster and Thisisneverthat, where long queues often form for limited releases and immersive store concepts.
International luxury brands also have a presence. Dior’s concept store — a giant, roofless, open-air construction — offers a completely different vibe from the Cheongdam-dong flagship. The beauty lines of Prada and Loewe round out the district’s fashion-meets-beauty mix.
K-beauty lovers should check out Olive Young’s Seongsu flagship, a five-floor store spanning approximately 4,628 square meters — the largest Olive Young location in Korea, with curated beauty, wellness and lifestyle products across themed zones that go beyond a typical drugstore experience.
Kith Seoul occupies a multi-level space that blends retail with dining: an ice cream counter on the ground floor draws steady foot traffic, while the upper levels house Sadelle’s, making it an easy stop for brunch or a mid-shopping break.
Where to eat:
For meals, Seongsu-dong has its share of Bib Gourmand addresses, including Kyewol for a warm bowl of chicken gomtang (bone broth) soup, Mattdol for artful Mexican dishes or Jeongmyeon for noodles. Tutoiement, a One-Starred address, offers a more casual French experience.
For coffee, Daelim Warehouse, one of Seongsu-dong’s earliest warehouse-to-cultural-space conversions, offers a variety of beverages alongside pastries, pastas and rotating art exhibitions. Cafe Onion Seongsu and Center Coffee Seongsu are other former industrial spaces that have been reimagined as gathering points for the city’s creative crowd.
Alternatively, try sparkling tea at HYO House, a non-alcoholic brand served at a number of MICHELIN-starred restaurants, including Two-MICHELIN-Starred Kwonsooksoo, with which it produces an exclusive line of seasonal drinks. Just across the street, Seoul Forest offers a rare pause — a stretch of green that softens Seongsu’s industrial edge.
READ MORE: Bottled Teas Take the Table in Asia and the Middle East
Where to stay:
Walkerhill Douglas House
Vista Walkerhill Seoul
Grand InterContinental Seoul Parnas
Park Hyatt Seoul
LEARN MORE: The Ultimate Guide to Tokyo’s Vintage Fashion Districts
Hero image: Gentle Monster's flagship store in Seongsu-dong blurs the line between retail and gallery, with immersive art installations woven into the shopping experience. © Yllyso
