On March 28th 2019, CHANEL celebrated the opening of its first flagship boutique in Seoul. Since March 22nd the spacious seven-floor entirely new building offers the most luxurious retail experience to its clients on Apgujeong-ro. Cementing CHANEL’s long-standing presence in South Korea, this is the legendary House’s 10th boutique across the country.

On this occasion, CHANEL unveiled the new Ready-to-Wear and accessories capsule collection CHANEL-Pharrell signed by Pharrell Williams for the Spring-Summer 2019 season. The artist combines his name with that of the House of CHANEL on block colour t-shirts, short and long robes, rhinestoned costume jewelry, leather belts, terry towelling bucket hats, hip packs in suede, loafers that also come as mules, as well as rectangular-shaped, shield and round glasses with a pop attitude. In the spirit of street art, Pharrell Williams appends his signature and his writing in the form of CC, N°5 and Coco embroideries and graffitis on a hooded sweatshirt, an oversize shopper and white sneakers with mismatched laces.
The collection will be available in worldwide exclusivity on March 29th in the Seoul Flagship boutique, and then in certain CHANEL boutiques around the world from April 4th.

A lively soirée feted the opening of the flagship and CHANEL-Pharrell capsule collection launch commencing with a cocktail in the boutique before guests including CHANEL ambassadors Pharrell Williams, Soo Joo, Jennie Kim, Go Eun Kim, Dong Wook Lee, Irene Kim, actresses Ryeo-won Jung, Yoona Lim, A Sung Ko, Claudia Kim, Yeonhee Lee, actors Seo-joon Park, Je-hoon Lee, singers Bobby, Zion.T and Jay Park, migrated to Daelim Warehouse where they enjoyed a performance by Pharrell Williams himself. Jennie Kim and DJs Soo Joo, Anna and Plastic Kid also performed.