The coolest cuts from Seoul
Originally an online success, Stylenanda has swept across Asia with its great ladies' apparel, and finally comes to Bangkok
YOU MIGHT not know how to say “mix and match” in Korean, but Stylenanda at the EmQuartier mall can be your “fashion tour guide” to all the latest styles from Seoul. A go-to name among trendy young women since its debut online in 2004, the brand continues to offer an astonishing range of playful street outfits and accessories.
The first actual shop opened in 2009 in Hongdae, the South Korean capital’s most popular shopping district among university students, and there are now 27 branches in Hong Kong, mainland China, Japan, Taiwan, and – as of last month – in Bangkok, where the licensed operator is M Curated, part of the Mall Group.
The smart, luxurious and vintage-tinged Thai outlet feels like a comfortable living room. Customers can sit and browse through catalogues amid two-tone walls and eye-pleasing metal structures. There are three sections – one is the “dressing room” with a full range of chic apparel and other gear, another has high-quality makeup, and the third is dedicated to the gym-inspired outfits made by its sister brands, Kindly Kitcha & XOXO.
“Our business plan is to suit every kind of urban lifestyle,” says brand manager Pailin Umphuj. “We want to get the attention of younger shoppers with funky clothes at affordable prices. Stylenanda already was a must-visit place for young Thais visiting South Korea because it appeals so much to a certain kind of woman, one who’s totally self-confident.”
The main concept is mix-and-match casual clothes that are perfect for any occasion. For the coming summer there are four collections made with top-quality material, all boasting clever cuts and chic designs.
The Uni Nanda line is playful and sexy, with animal, hearts and cartoon prints. Hitting On U is a more glamorous look with metallic accents, terrific for parties. The NBA line – named for America’s National Basketball Association – has adapted basketball and baseball uniforms. And the Edelweiss series utilises the national flower of Austria and Switzerland as a lovely, truly feminine motif on denim, chiffon and cotton.
If you’re looking for flexible and wonderfully soft apparel for the gym, head to the KK XX racks. The black and white tops, leggings, dresses and T-shirts also have eye-catching graphic designs.
To add summery colour to your face, the large assortment of cosmetics comprises eye liner, eye shadow, nail enamel, liquid foundation, skin-tone primer, mist and lipstick in hundreds of hues.
BRIGHTEN UP
StyleNanda is on the second floor of the Glass Building at EmQuartier.
It’s open daily from 10 to 10.
Find out more at wwwMCurated.com.
