Branded content
Coveted Korean labels, limited-edition designs: Where to score haul favourites before Oct 31, without leaving S’pore
Metro partners Shinsegae International to unveil six Korean brands for a month-long showcase at its Paragon outlet, as it refreshes its retail offerings
Through an exclusive partnership with Shinsegae International, six fashion and beauty labels make their Singapore debut at Metro Paragon, from Studio Tomboy's androgynous tailoring to Rawrow's minimalist bags.
PHOTOS: METRO
Follow topic:
Sharp, androgynous tailoring, bold womenswear with an artistic edge and a sleek skincare and make-up line – six South Korean brands with devoted followings are making their Singapore debut. Until now, they were not available here.
The brands, carried by Shinsegae International, will be available for a limited time till Oct 31 at Metro Paragon’s refreshed retail space.
The mix spans fashion, lifestyle and beauty. Studio Tomboy is known for its tailored yet relaxed silhouettes; Voice of Voices brings Basquiat-inflected sharpness to womenswear; Man on the Boon offers a study in directional menswear; Jaju turns loungewear and bath-and-body into quiet rituals; Rawrow distils minimalist functionality into bags; and Vidivici delivers sleek polish through its Seoul-born beauty line.
Together, they deliver the signatures of Korean style – a blend of ease, edge and elegance – to Singapore shoppers.
A reliable shopping destination revamped
A household name known for reliable service and wide-ranging goods, Metro is not simply adding brands to its shop floors. In a city where global chains crowd Orchard Road, heritage alone is not enough. The 68-year-old retailer is repositioning itself not just as a department store but as House of Metro, a platform for discovery, cultural exchange and exclusive names.
Mr Erwin Wuysang-Oei, chief executive officer of Metro, describes House of Metro as blending food, shopping and entertainment to appeal to well-travelled shoppers.
“Our aim is to make everything more accessible,” Mr Wuysang-Oei says of the department store’s refreshed retail programming. “We want to surprise, delight and give shoppers a reason to step through our doors again.”
Available at Metro Paragon for a limited time, Man on the Boon blends streetwear with tailored sharpness that sits on the crossroads of casual and city-ready.
PHOTO: METRO
For Shinsegae International, the tie-up with Metro marks a first: venturing overseas with a curated slate of brands. Part of South Korea’s leading fashion and lifestyle company, Shinsegae International became known for weaving art and culture into the shopping experience.
Mr Choi Sang Hwun, senior vice president of Shinsegae International, framed the decision to tie up with Metro as both strategic and symbolic. “Choosing Singapore as our first overseas market felt very natural,” he says. “Metro has such a long-standing history and strong bonds with local customers, so we felt they were the right partner to help us enter this market for the first time.”
The timing also held symbolic weight: The collaboration coincides with the 50th anniversary of diplomatic relations between South Korea and Singapore. “Beyond being a business decision, we see this collaboration as both a celebration of friendship and a significant step towards building new momentum,” Mr Choi says.
Describing the partnership as grounded not only in commerce but in shared values, Mr Wuysang-Oei says: “The values and the trust that the Koreans have for Shinsegae International are similar to what Singaporeans have for us. This collaboration is not just about business. It’s about exchanging good business practices and tapping into each other’s technology.”
Retail without borders
Beyond stocking new labels, Metro is spotlighting creative collaborations and cultural events that blur the lines between store, gallery and event space.
The tie-up between Metro and Shinsegae International also carries a design collaboration. Phunk Studio, the Singaporean art collective, joined forces with Studio Tomboy on motifs that merge two visual traditions: the hibiscus, Korea’s national flower, alongside lotus and peony patterns reimagined through the lens of Peranakan tiles. Even the durian makes an appearance, recast as a symbol of resilience beneath a spiky exterior.
Phunk Studio and Studio Tomboy’s limited-edition collaboration blends Korean florals with Peranakan motifs on T-shirts, caps and totes.
PHOTO: METRO
The graphics stretch across T-shirts, caps and totes, blending design elements from both Seoul and Singapore.
This creative tie-up is part of Metro’s larger push to bring in lifestyle retailers and brands from abroad to local shoppers in the near future.
Mr Wuysang-Oei says this strategy hinges on differentiation. “There’s no point in the stores and malls here carrying similar brands,” he says. “We want to make Orchard Road a global retail stage where international names come to do pop-ups, and we are constantly looking for more exciting collaborations.” Shoppers who might have had to travel overseas for coveted labels and experiences can now find them on Orchard Road.
Brand spotlight
These six brands – available at Metro Paragon till Oct 31 – are Singapore firsts, marking the start of the retailer’s exclusive international line-up.
Studio Tomboy – Tailored yet unstuffy, Studio Tomboy reworks classic menswear silhouettes into everyday ease. Its androgynous silhouettes will give Singapore shoppers a taste of Seoul’s effortless cool.
Voice of Voices – With fashion that feels like a painter’s brushstroke – sharp lines, bold colour and art folded into cloth – Voice of Voices crafts womenswear that straddles statement and staple, carrying an edge into everyday wardrobes.
Man on the Boon – Directional menswear with a tailored backbone, Man on the Boon stands at the crossroad of streetwear and suiting. Every piece feels cut for movement but sharp enough for the city.
Jaju – This label translates the quiet rituals of Korean daily life into loungewear, home and bath. Its pared-back designs turn our small routines, like slipping into a robe or running a bath, into moments that slow the city’s pace.
Rawrow – Functionality is Rawrow’s signature, with minimalist bags built around movement, balance and use. Think clean lines and smart compartments, all wrapped in a Seoul-bred design sensibility.
Vidivici – This K-beauty brand specialises in distilling Seoul’s beauty obsession into sleek packaging and polished finishes. Each product is also designed to refine rather than embellish.
Visit Metro Paragon, 290 Orchard Road, #03-28 Paragon, Singapore 238859, to discover the six brands. More information available at www.metro.com.sg
