© Maison Kitsuné

We totally agree with Maison Kitsuné that Seoul is a pretty cool place, and it’s one that’s hard to ignore these days. Whether it’s music, fashion, cosmetics, art, design, technology or food, the South Korean capital has emerged as a global hotbed of innovation and creativity. Since opening a flagship store in Seoul four years ago, the French brand has garnered a large fanbase here, but the fascination proved to be mutual, and it’s no surprise Maison Kitsuné has now launched a Maison Kitsuné A/W 2022 campaign that’s fully inspired by Seoul. Aptly dubbed PARIS-SÉOUL, the campaign is entirely imagined by tree13, a South Korean artist and illustrator who has carved a name for himself at home and in Japan with vibrant manga-inspired drawings. The prolific creative has been given carte blanche for the campaign visuals, but he also created a series of limited-edition pieces.

The range of coveted trophies is quite extensive and includes T-shirts, prints, postcards, a calendar, stickers and even an exclusive Maison Kitsuné x Tree13 magazine, a project that derives from the artist’s personal artbook JK Magazine. But that’s not all! Two PARIS-SÉOUL pop-up stores will be inaugurated at home base Paris on Thu – Sep 29. One will open at the Maison Kitsuné flagship store on rue de Richelieu, which will see a full revamp, featuring a retro setting that’s inspired by Korean culture and 1980s convenience stores, and stocking records, magazines and figurines curated by tree13, as well as hand-picked lifestyle items from popular concept store pakkookii in Seoul. The other ephemeral space will open at Café Kitsuné Louvre where Paris-based Korean pastry chef Yohan Kim a.k.a. Monsieur Caramel will offer an extensive menu of Korean delicacies.

© Maison Kitsuné