Seoul’s quiet fashion revolution: how amomento is redefining korean style

The simple idea of hanging a few things together and seeing how people felt—that’s where it all began for Amomento, the Seoul-based brand quietly reshaping Korea’s Fashion landscape.

From sisterhood to style: the amomento story

Founded in 2015 by siblings Myeongsoo ‘MS’ Lee and Mee-Kung ‘MK’ Lee, the brand’s genesis was surprisingly humble. They started by observing consumer behavior, a process Myeongsoo Lee describes as “exploring the beauty that surrounds us in many different areas, not just Fashion.” That initial curiosity – a fascination with how people reacted to curated collections – laid the groundwork for a distinct aesthetic that’s proving remarkably resilient.

Against the grain: timelessness in a trend-obsessed market

Unlike much of contemporary Korean Fashion, driven by rapid-fire K-pop trends and idol-fueled style, Amomento is betting on a more considered, timeless approach. Their clothes – a carefully balanced mix of minimalist, sporty, smart, and tailored silhouettes – feature subtle, unexpected details: cropped hemlines, curved cuts, and generous, oversized proportions. It's a quiet rebellion against the constant churn of fleeting trends.

Beyond the pop star: a shift towards personal style

Lee notes a significant shift in Korean customer taste: “Consumers here are becoming increasingly mature in the way they approach clothing.” He observes a move away from slavishly following influencers and a growing desire to define their own individual style. “Five or 10 years ago, people followed influencers, and if they liked one brand they’d spend their money on it. But now, they don’t care about brands as much and they’re defining their own style more.”

From shop to standalone: building a brand identity

Initially, the siblings launched Shop Amomento, a multi-brand store, quickly expanding into physical retail with locations in Hannam, Yulgok-ro, and Shinsegae in Gangnam. Recognizing the need for a distinct brand identity, they separated Amomento from the shop, prioritizing a fully realized label. Today, Amomento operates three brand stores in Seoul and one in Tokyo, selling directly to consumers.

Numbers speak volumes: $18 million and growing

The results speak for themselves: Amomento’s brand revenues now stand at an impressive $15 million, with company-wide revenues reaching $18 million and a consistent compound annual growth rate of 34% over the past five years. Shop Amomento, meanwhile, functions as a vital market research hub, curating a diverse selection of independent labels and fabric-focused brands – from Gabriela Coll Garments to Extreme Cashmere. This dual approach – a multi-brand store and a focused label – has proven to be a powerful combination.

Global reach: stockists and expanding horizons

Amomento’s reach extends far beyond Korea. It boasts over 100 global stockists, including Extra Butter in New York, Printemps in Paris, and Chinatown Country Club in Sydney. A recent runway presentation in Shanghai underscored the brand’s commitment to the Chinese market, where it has more than 20 stockists. “Especially post-Covid, China has shown a remarkably strong resurgence in demand,” Lee stated.

More than just clothes: a holistic brand experience

Adding to the brand’s appeal is the Archive Store, showcasing past seasons’ collections, and Reception, a bright café adjacent to the flagship store in Hannam. This loss leader – serving fresh-pressed juice and coffee – isn’t about profit; it’s about cultivating a distinct Amomento world. “That’s why we named it Reception, because we want it to be a kind of place where people enter, feel more chill, and are ready to shop,” Lee explains.

Tokyo’s success: a different market, a strong connection

The brand’s first international expansion occurred in Tokyo, where its Omotesando store is performing exceptionally well. Japanese consumers research the brand online, resulting in a conversion rate of 23%, significantly higher than the 10% or less observed in Korea. Future Asian expansion is planned, with pop-up shops in Shanghai and Chengdu.

Dtc dominance: a 70% growth engine

Direct-to-consumer (DTC) sales now account for 70% of Amomento’s revenue, fueled by an impressive 45% year-on-year growth rate. Manufactured primarily in Chinese factories – often utilizing Korean-owned facilities – the brand’s prices range from $100 for a simple cotton top to over $1,200 for a lambskin hoodie, with most pieces falling in the $200 to $300 range. Lee’s ambition is clear: “Our quality is good compared to other brands, and we have a slightly more competitive price point. I really want to make this our strong point in the global market.”

Parisian dreams: a fashion week future

Looking ahead, Amomento is aiming to join the official Fashion Week Men’s calendar in Paris, eventually establishing a permanent presence. “Whenever we hold a showroom in Paris, we get people from the street coming in excited thinking it’s a pop-up,” Lee says. The siblings are also launching Amomento Plus – a sportswear line designed for busy, style-conscious individuals – this summer.