12 Sep

Maison Kitsuné Expresses Its Love for Seoul With a New Campaign and Pop-up

It’s common knowledge that Koreans are among the most stylish people on the planet. They just have a nose for everything hot and happening. No wonder the iconic Parisian label Maison Kitsuné has managed to win the hearts of the key trendsetters in the local fashion scene. And the love is mutual. For FW22, Maison Kitsuné has decided to celebrate the hottest Asian megalopolis and its vibrant fashion, art, design, and food culture.

What to expect of the expression of love: a campaign created by Korean artist and illustrator Tree13, known for his manga-inspired drawings, as well as an exclusive pop-up store honoring South-Korean creativity, culture, and lifestyle trends.


For the first chapter of the ‘PARIS-SEOUL’ project, Maison Kitsuné has teamed up with Korean artist and illustrator Tree13. Gildas Loaëc, the house’s founder, came across Tree13’s illustrations on Instagram and described them as indescribably unique, dynamic, visually refreshing, and intense. Tree13 got carte blanche to create visuals for Maison Kitsuné’s second Fall-Winter 2022 campaign. In addition, he also created a series of limited-edition pieces such as t-shirts, prints, postcards, a calendar, and even an exclusive magazine.

Kitsuné Market

As part of the campaign, the house’s flagship store on the Rue de Richelieu will get a full makeover. During Paris Fashion Week, the boutique will be transformed into Kitsuné Market, a retro pop-up store inspired by Korean culture and 1980s convenience stores. You’ll be able to visit this unique concept from September 29th till October 2nd.

Location: 52 Rue de Richelieu, 75001 Paris, France.

Café Kitsuné Louvre

The final protagonist of this Korean adventure, Paris-based Korean pâtissier Monsieur Caramel will bring his incredible creations to Café Kitsuné Louvre. Customers will be able to enjoy the dessert he created exclusively for Café Kitsuné, Bobkbunja Chakra: a black sesame chantilly with black raspberries on a cacao-poppy seed biscuit. A selection of Monsieur Caramel’s most popular creations will also be served, completed by a special drinks menu created by a Café Kitsuné Seoul barista. This exclusive Korean menu will be available from September 29th until October 31st.

Location: 2 Place André Malraux, 75001 Paris, France. 

Photo credits: Tree13 for Maison Kitsuné 

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