‘Where’s Jennie’s Outfit?’ SKIMS Pop-up Draws Global Fans in Seoul
Creatrip Team
3 months ago
A SKIMS pop-up at The Hyundai Seoul, run by Hansem (Hyundai Department Store Group unit), extended through Feb. 19 after strong demand from mostly female shoppers, including many foreign tourists. The brand, founded by Kim Kardashian and Jens Grede, is known for shaping underwear and stretchy loungewear. Celebrity sightings of items—like BLACKPINK’s Jennie in a square-neck bodysuit and aespa members in other pieces—helped drive rapid sell-outs and social-media buzz. Hansem reports the pop-up exceeded its one-month sales target by 120% and sold initial stock completely; overseas visitors account for over 30% of sales. The store added more bestsellers and sizes (boosting XS–S supply) and showcased mannequins with diverse skin tones and body types to emphasize SKIMS’ inclusivity. Hansem uses pop-ups as an “antenna shop” to test foreign brands before a full launch and is considering making SKIMS a permanent store.
