Hip and happening

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Ride the Hallyu with Robinsons’ new Korean labels.

Girlie sexy: Yoon Eun Hye in boat-neck long-sleeve striped top with shorts.

MALAYSIA has been bombarded by a succession of waves from South Korea. First, it was soap operas, which had everyone swooning over the carefully sculpted faces of the actors and actresses (never mind the plot). Then, there were the songs churned out by pretty boy bands and sweet-faced girlie girl singers.

Get ready now for the latest Korean wave (or Hallyu) to hit our nation.

K-Fashion has reached us in a big way courtesy of Robinsons department store, that’s responsible for bringing in three popular Korean labels exclusive to the store. All three are from The Basic House Co Ltd, the biggest fashion company in South Korea.

The company’s first store was opened in 2000. CEO Woo Jong-Wan says its basic premise is freshness, which is the soul of the fashion industry as “fashion is renewed and newly born every day”. Its management principle is also catchy: “Not Big, But Good”.

Among the labels under its stable are Mind Label and The Class, and its eponymous first line, Basic House. Its first foray overseas was into Shanghai in 2004 and since then, they have made their presence felt in in China, Hong Kong, Japan, Russia, the Middle East and the United States as well.

And, how do you differentiate your target consumer and make these Korean labels standout with their own twist on fashion? Easy, just use the faces associated with the K-wave – namely, the popular actors and singers – in the promotions!

Skate around this: Gong Yoo in a threepiece suit.

So, it’s no surprise that you have popular actress Yoon Eun Hye (of Coffee Prince fame) and pop-singer/actor Kim Hyun-Joong (SS501 group and Boys Over Flowers) fronting Basic House. While Mind Bridge seeks out actress Lee Min-Jung (Boys Over Flowers) and dashing pin-up actor Gong Yoo (Coffee Prince), actor Kim Nam Gill (Queen Seon Duk) stands up for The Class.

For Basic House, as the name suggests, it’s all about the basic building blocks for your wardrobe. Expect classic items like cardigans, denims, T-shirts and hoodies, given a trendy spin, with room to explore your own idividual style. Korean styles for both men and women are made easy with mix and match options. It could be as simple as throwing together a basic T combined with a jacket and a pair of jeans, and voila! – you’ve got your own Hallyu thing going. Or, instead of going for a top-to-toe look, you could opt for just a slightly more distinctive T or top with prints or detailing, and come up with your own interpretation. Prices range from RM39 to RM299 for men, and RM49 to RM199 for women.

The Mind Bridge range is targeted at professionals from the ages of 25 to 35. That’s not to say that anyone older or younger can’t pick up some of the pieces from the label! Generally, the line has a smarter look for work and play, offering elegance and sophistication with hints of luxury at modest prices.

Star quality: Kim Hyun- Joong wears jeans and a striped cardigan over shirt and tie.

There are cardies, smartly-cut jackets and formal blazers for the office, which can be thrown off for a more breezy look once you’re out. Thanks to fun prints and flattering silhouettes, and some quirky ties for the guys, the collection has a more vibrant feel. Prices are from RM129 to RM419 for women, and RM119 to RM639 for men.

Last but not least, The Class is for the guys only (sorry gals). If you’re a fan of that hip and happening “fantasy” show about rich spoilt collegians, Gossip Girl, then you have an idea of what to expect. Think Chuck Bass and you have that preppy look all defined. It’s all about suits, ties and bow-ties.

If you’re decked out in a psychedelic-check suit or cable-knit sweater while lounging in spiffy lounge shoes, you’re sure to make a statement. Be ready to dish out anything from RM89 to RM499.