Koreans say je t'aime to hot French styles

Uniqlo’s 2015 spring and summer collection in collaboration with Ines de La Fressange. / Courtesy of Uniqlo

By Rachel Lee

Koreans are saying “oui, oui” to anything French.

That means everything from Honey Butter Chips, with “French” gourmet butter as its key ingredient, to the French way of education that focuses on creativity and sensibility, which has a cult following among Korean parents. In particular, “Bringing Up Bebe,” a French parenting book written by former journalist Pamela Druckerman, has become the bible of raising children since its launch in 2013.

It is the same in fashion.

“The Dior Garden,” one of the 10 themes presented at “Esprit Dior” / Courtesy of Dior

After numerous collaborations with French style icon Ines de la Frenssange, Uniqlo has gone even more French this year.

“The ‘Normcore’ trend has been huge since 2014, but the simple, elegant ‘French style’ will be even more popular,” said a spokesperson for Japanese fast-fashion giant Uniqlo. Normcore is a unisex fashion trend that took hold last year with garments that are unpretentious.

This fall and winter season, the company will unveil a collaborative collection with Christophe Lemaire and Sarah Tran. Lemaire, who was head of womenswear at Lacoste and Hermes, runs apparel brand LEMAIRE with partner Tran.

“Each item incorporates several ideas, and a single piece shows a different facet depending on how it is worn,” the two designers said. “This collection has been a valuable experience for us as the designers, and an exceptional collaboration. We hope that this collection will be a part of everyone’s life.”

The front of the Dior Couture House, made of fabric, on display at “Esprit Dior” / Courtesy of Dior

In October, Uniqlo plans to show another collection with Carine Roitfeld, founder and editor-in-chief of the CR Fashion Book. Roitfeld was also editor-in-chief of French Vogue from 2001 to 2011 and worked as a consultant for luxury brands including Yves Saint Laurent, Chanel and Versace.

“I started from the idea of clothes that I would want to wear myself, and developed this into clothes that anyone would want to wear, a woman’s ideal of clothes that make her feel transformed when she wears them,” Roitfeld said.

The beauty industry is experiencing the same French phenomenon.

French jewelry maker Agatha’s cosmetic brand, Agatha Cosmetic, has proved the Parisian look works well on Korean women. Launched last December, the company hit the 3 billion-mark in just 30 days after the launch.

“Women in their 20s and 30s have always taken a fancy to anything Parisian and Agatha Cosmetics delivers exactly that desired French look and feel,” Kim Hee-sun, marketing division director, said. “We’ve used key attractions in France, including the Eiffel Tower and Montmartre, in our packaging, and worked with French make-up artists, all of which are to get the French style embedded in the products.”

Interior designers have followed suit.

Casamia introduced “Maison,” a French classic bedroom suite and furniture line, in April.

“Long have Koreans looked up to Northern Europe’s practicality, and now it is all about the French, which has more decorative elements with modern chic,” a company spokesperson said.

This month boasts presentations of French fashion designers who have taken a fancy to Korea.

French golf wear brand Castelbajac is holding the first art exhibition in Asia featuring the work of a famous French designer Charles de Castelbajac, who occupies a unique position in the fashion world. In the past, he has collaborated with leading artists such as Andy Warhol, Keith Haring and Jean-Michel Basquiat.

The exhibition, "Shades of Tomorrow," is at Bluesquare NEMO in Hannam, Yongsan District, until June 26. His first art exhibition in Asia showcases three styles of paintings from his wide-ranging oeuvre. There are also works of the 1990s that have not been presented before.

French fashion house Dior unveiled its remarkable “Esprit Dior” exhibition on June 20, in collaboration with Korean artists including Suh Do-ho, Kim Dong-yoo and Kim Hye-ryun. The exhibition, held at Dongdaemun Design Plaza in Seoul, offers a glimpse into the world of Christian Dior ― “his imagination steeped in art, his relationships with the virtuosos of his time and his taste for 18th century splendor,” according to the company.

It is comprised of 10 themes ― Paris, Monsieur Dior and his artist friends, The Dior garden, The Dior Allure, The Dior Ateliers, Miss Dior, From pink to red, Versailles: The Trianon, Stars in Dior and J’adore. From the creations of yesterday to the resolutely modern work of Christian Dior’s latest successor, Raf Simons, Esprit Dior highlights the exceptional virtuosity of the House of Dior, synonymous with French elegance and Parisian chic.

The “Esprit Dior” runs through August 25.