W Concept to Showcase K-Fashion at New York Fashion Week

[Financial News] Fashion platform W Concept will open a pop-up store in New York during New York Fashion Week to showcase K-fashion.
According to W Concept on the 9th, it will operate the “W Together” pop-up in New York’s SoHo from the 10th through the 23rd.
The pop-up will feature approximately 90 Korean designer brands. Participants include Frontrow; W Only, W Concept’s exclusive brands; W Icon, which showcases leading K-fashion brands; and brands participating in W Stage, a program that nurtures emerging labels. Global brands such as EENK, Gimhae Kim, MINJUKIM, BONBOM and vunque will take part, along with emerging brands including MOONEED, MOHAN and Mars en Avril.
The pop-up spans two floors—the first above-ground floor and the basement level. Under the theme “K-lifestyle experienced through W Concept,” it will showcase not only fashion but also Korean lifestyle offerings in beauty, music and wellness.
The first floor will display clothing from Korean designer brands and K-beauty products. The basement will serve as an experience space featuring AI-powered virtual fitting and lookbook creation using personalized styling. Visitors can also experience the latest Korean trends, including self-photo booths and keycap DIY (do-it-yourself) activities.
The event is part of the “2026 Overseas Expansion Support Program for Distribution Companies,” backed by the Ministry of Trade, Industry and Energy (MOTIE) and the Korea Trade-Investment Promotion Agency (KOTRA). W Concept formed a consortium with Shinsegae Department Store to plan and operate the New York pop-up.
A W Concept official said, “We will continue to serve as a bridge helping Korean designer brands enter global markets.”
[email protected] Kang Myeong-yeon Reporter