By  on January 6, 2017

Nordstrom is getting in on South Korea’s hyper pop- and trend-driven fashion and beauty culture with its latest Pop-In concept by the store’s vice president of creative projects, Olivia Kim. KPop-In@Nordstrom, as the new thematic temporary spaces are called, opens Jan. 6 with a concept dedicated to the cult Korean eyewear company Gentle Monster. It’s the first of three successive four-week-long KPop concepts that will roll out with Nordstrom, with a curated Korean beauty space opening in February and a Korean fashion space opening in March.

“Obviously I’m Korean, so I’m die-hard about all things Korean,” said Kim. “I’ve always known that Korean fashion is a really quick and trend-focused thing — you can’t be Korean and not know that. If you’re in fashion, it’s really hard to ignore the buzz, energy and youthfulness surrounding Seoul Fashion Week.” Bringing KPop’s color energy to the store in early January, a tricky time at retail when many consumers are hit with postholiday blues (and bills), was a big part of the plan. Kim wanted to kick off with Gentle Monster, a relatively small brand that has become a favorite of Korean celebrities in what she describes as a very “cool, organic and underground way,” in large part because of its incredibly creative and engaging store installations. (January is also a good month for sunglasses sales).

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