Rare Market

While the explosive popularity of puffer jackets is a boon for outerwear brands like The North Face and Moncler, the trend highlights some uncomfortable truths about South Korean society.

It was easy to get distracted by the catwalk spectacle at last month’s Seoul Fashion Week, but the city’s real stars are its retailers who keep young international designers afloat.

South Korean retail has long been dominated by a web of conservative conglomerates called chaebols — but a few innovative retailers are pushing the boundaries of product, positioning and price.