South Korean brand Time made its debut at Paris Fashion Week with creative director Choi Jung In, delivering competent commercial pieces rooted in minimalism with a slight '90s feel.
A series of elegant trench coats in chocolate, caramel and sand were the key looks, along with loose-fitting suits with generously pleated trousers that were gathered at the hem and wide-lapeled blazers. Shorter jackets had gently rounded shoulders to create a wrap-around effect, and there were also comfortable-looking capes.
'90s touches were especially evident in the eveningwear, like the high square neckline on an LBD or the bias cut of a deep red velvet slip dress inspired by Patricia Arquette's va-va-va-voom version in “ Lost Highway” by David Lynch. A cream-colored column burst below the knee in folds.
Choi paid attention to small details, like beaded elbow pads on the back of a fluffy coat or studs on the spine of a high-collared black tunic.
The designer said she thinks about how a woman really moves through her day, noting that the Korean customer is a little more traditional, so she looked for different fabrications and cuts as the brand looks to the international market.
Fringe appeared on sequin skirts, for example, or a lace top was made from a silk and cotton blend for a slightly rougher, less prim look.
Launched in 1993, Time bills itself as Korea's top local clothing brand in terms of sales, surpassing more than 370 billion won with its combined men's and women's lines in 2022, or around 250 million euros. .
The Paris Fashion Week show follows Time's inaugural show last July in Seoul. The brand is backed by Handsome Corp., a subsidiary of Hyundai Department Store Group, which plans to establish the brand as a fashion player and make it a global name.
The company is already looking for a flagship space in Paris, with a view to opening it in 2025. With 30 years of history, Time is seizing the moment.
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