South Korean brand Time tests the French market at La Samaritaine

La Samaritaine is testing out new fashion propositions in its spaces, and it’s the South Korean label that’s taking over the atrium to introduce its sleek, feminine looks to customers of the Parisian department store. The brand, born in 1993, has set up a 62-square-meter pop-up store on level -1, open from August 30 until October 30. Two months of experimentation in the French market, where Time began to parade in 2023 during Paris Fashion Week (starting at the Palais de Tokyo).

This temporary store is part of a global expansion plan for the brand, which intends to extend its footprint beyond its own borders. In a setting enhanced by metallic surfaces, an olive-green carpet and curvaceous furniture, the Fall-Winter 2025/26 collection features rounded jackets, muted knits and numerous shawls, “particularly popular in Korea,” according to the company.

Time, whose artistic director is Jung in Choi, will parade again in the French capital in a month’s time, to present its spring/summer 2026 collection. Afterwards, the company aims to open its first permanent boutique in Paris.

The Time brand belongs to the Korean Handsome group, launched in 1987, which owns or operates some forty ready-to-wear labels, cosmetics labels and lifestyle brands (in-house and under license). It has a network of 1,300 outlets and is itself owned by the Hyundai Department Store Group.