Korean pop culture may not be for everyone, but one thing is for sure, the Koreans are really fashionable. And it’s not just the celebrities because everyone there is dressed to the nines!

Now, Malaysians can get a taste of Korean fashion as Parkson is debuting three of Korea’s leading fast-fashion, high-street brands – SPAO, MIXXO and WHO.A.U – at its department store in Pavilion KL, Kuala Lumpur.

A trip to South Korea recently had us cruising through the shopping district of Myeong-dong, Seoul, where we had a first-hand look at these brands while visiting the SPAO, MIXXO and WHO.A.U flagship stores. And it was pretty apparent how hugely popular these brands are there.

As each store exudes a different feel that complements its style – SPAO’s store is simple, MIXXO is interestingly-ornate and WHO.A.U is casual – they serve as a shopping haven for the hip and happening.

Since fashion is constantly a trending topic on social media, Parkson Retail Asia executive director Vivien Cheng saw a high demand for fast fashion, where the hottest catwalk trends are mass-produced and made affordable.

To bring in the three brands, Parkson is collaborating with Korean conglomerate E-Land Group, who owns the largest manufacturing facility in Vietnam.

With that geographical advantage, Parkson can deliver the latest designs and products in a cost-efficient manner without compromising quality.

“As for our customers’ needs, we will see which pattern, colour and style they want and we will provide them with that in a short amount of time,” said Cheng.

She also recognised the power of the Korean wave, known as Hallyu, which has a huge following, particularly in Malaysia.

“These three brands provide trendy fashion at affordable prices. And with exciting brand associations with K-pop, it’ll help boost the brands’ popularity in Malaysia as well as other Asian markets,” said Cheng.

K-pop powerhouse Super Junior members Eunhyuk, Leeteuk and Donghae and renowned female group AOA are currently the faces of SPAO.

Of course, not forgetting Girls’ Generation sub-unit group TaeTiSeo as MIXXO’s brand ambassador.

So with the wide selection of high quality apparels for men, women as well as kids offered at SPAO, MIXXO and WHO.A.U, Parkson hopes to cater to every fashionista’s needs.

SPAO: So fresh, so clean

SPAO offers an array of fabrics, prints and colours. Here, (from left) Donghae, Leeteuk and Eunhyuk of Super Junior don short-sleeved shirts of nautical and mismatched designs for a smart casual look.

SPAO offers an array of fabrics, prints and colours. Here, (from left) Donghae, Leeteuk and Eunhyuk of Super Junior don short-sleeved shirts of nautical and mismatched designs for a smart casual look.

SPAO proves that you don’t need to be over the top to stay ahead of the fashion game. Just ask AOA or Super Junior members Eunhyuk, Leeteuk and Donghae. They’re effortlessly stylish and they’re not sorry about it!

The brand features shirts, tees and jackets of varying prints, fabrics and designs, so men, women and kids can experiment with different looks.

But men are in for a little treat as SPAO For Men has slim-cut suits that are specifically designed to complement the Asian male physique because the right fit IS everything.

The suits combine urban modernity with classic tailoring techniques, leaving men looking dapper and sleek.

For a personal touch to their fashionably masculine look, just add on a polka-dot or floral print tie to the ensemble.

Next year, fans of SPAO will be able to get their hands on stylish items from the brand’s limited edition collection with Star Wars.

In the meantime, they can check out The Simpsons and Disney collections that are available at Parkson Pavilion.

According to E-Land Group’s PR executive director Howard Yun, there’ll be another limited edition collection out next year, starring their very own animated character.

MIXXO: Mix it up

Mix and match apparels with accessories to create a fun, stylish and casual look like (from left) Tiffany, Taeyeon and Seohyun.

Mix and match apparels with accessories to create a fun, stylish and casual look like (from left) Tiffany, Taeyeon and Seohyun of Girls’ Generation, who are the faces of MIXXO.

Seohyun keeps it simple and sophisticated as she pairs a crisp-white shirt with striped trousers from Mixxo.

Seohyun keeps it simple and sophisticated as she pairs a crisp-white shirt with striped trousers from Mixxo.

Girls just want to have fun. So whether it’s boho chic, playful and cute, smart casual or lady like, MIXXO offers young women outfits for any occasion while maintaining a feminine, girl-next-door vibe.

And it’s very much synonymous with brand ambassador TaeTiSeo’s sense of style.

Apart from their music, the Girls’ Generation sub-unit group – consisting of Tiffany, Taeyeon and Seohyun – is known for their bold fashion statements on and off stage.

The trio channels a youthful (and sometimes cheeky) image while performing, a laid-back look during their down time as well as a glamorous appearance on the red carpet, cementing their status as fashion chameleons.

Similarly, with MIXXO, women will have the luxury of putting together outfits that best represent their mood for work, leisure and parties.

Floral or leopard-printed tops and dresses, denim shirts as well as graphic tees, can be easily paired with the shoes and accessories.

Plus, trendsetters can satisfy their desire for the latest styles without breaking the bank as runway-inspired apparels like tweed jackets and textured-leather handbags are available, too.

WHO.A.U: Back to school

Sweaters, shoes, caps, skirts, hoodies, boyfriend jeans, bomber and varsity jackets are on full display at the WHO.A.U store in Myeongdong, Seoul. The items will also be available at Parkson Pavilion.

Sweaters, shoes, caps, skirts, hoodies, boyfriend jeans, bomber and varsity jackets are on full display at the WHO.A.U store in Myeongdong, Seoul. The items will also be available at Parkson Pavilion.

Get ready to be spoilt for choice when jumping on the varsity-trend bandwagon with WHO.A.U.

Considering that it’s all about the Californian culture and active outdoor lifestyle, the brand created six different concepts – outdoor, campus, street, sports, farm and beach – to suit the adventurous and fun-loving life of a young adult.

But what’s special about WHO.A.U is the fact that fashion and comfort go hand-in-hand.

With garments such as checkered shirts, preppy-striped tops, hoodies, graphic-printed jerseys, cheerleader skirts and jackets, students can channel their inner jocks or cheerleaders in their everyday casual outfits.

If the varsity trend is too much, take a break with a floral dress and khaki jacket.

If the varsity trend is too much, take a break with a floral dress and khaki jacket.

The SPAO, MIXXO and WHO.A.U stores at Parkson Pavilion in KL are now open. Find out who’s coming to Malaysia for the grand launch on Dec 9