SUBDUED Opens New Space in Hannam-dong Following Seongsu Store

Italian fashion brand SUBDUED opened a pop-up store in Seoul's Hannam-dong on October 2. The store showcases the 2026 fall/winter collection, featuring lace layering, decorative denim, and signature 'Wings' graphic items. The store operates daily from 11 a.m. to 9 p.m. at 683-122 Hannam-dong, Yongsan-gu, Seoul.

Photo credit: SUBDUED

[PEOPLEGATE] Italian fashion brand SUBDUED opened a pop-up store in Seoul's Hannam-dong on October 2, unveiling its 2026 fall/winter collection.

Following the flagship store opening in Seongsu-dong in July, the brand expanded its presence in Korea by establishing a space in Hannam-dong. This pop-up reflects the brand's signature free style atmosphere, harmonizing with Hannam-dong's fashion, art, and lifestyle vibe.

Photo credit: SUBDUED

SUBDUED is a women's fashion brand founded in 1994 in Rome, Italy. It develops collections centered on individual personality and free style expression and operates over 130 stores across Europe, the UK, the US, and Asia.

2026 FW Collection Showcases Plum Lace and Decorative Denim

This season focuses on layering multiple items and decorative details. The style suggests combining boat neck or V-neck T-shirts with plum-colored lace tank tops, the key color of the season. The lace is styled to peek from inside outerwear or casual knits.

Denim features emphasized pockets and stitching or slogans expressed with beads. The familiar denim shapes are diversified by adding different decorations to each product.

Photo credit: SUBDUED

Outerwear includes single-color pieces with fur details like the 'Fake Fur Zip-up,' relaxed silhouette zip-up sweatshirts, and 'High Neck with Hood' styles. The combination of different materials and forms allows use from the transitional season through winter.

'Wings' Graphic Enlarged…Hannam Pop-up Opens Daily at 11 AM

The brand's signature 'Wings' graphic is presented in new colors and designs. It appears on hoodies and is expressed with sequin decoration on the back pockets of denim. The Wings tank tops are also released in colors suitable for the fall/winter season.

Photo credit: SUBDUED

A SUBDUED representative said, "We are delighted to present the new FW collection in Hannam-dong, where trends and diverse cultures coexist. We hope this pop-up store provides an opportunity to experience SUBDUED's unique free style and the mood of the new season directly and to discover one’s own style."

The SUBDUED Hannam pop-up store is located at 683-122 Hannam-dong, Yongsan-gu, Seoul. It is open daily from 11 a.m. to 9 p.m.

Photo credit: SUBDUED

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