Only at LC

We hope to introduce the brand to a broader audience in Asia and build new relationships with buyers and concept stores. It’s a good opportunity to share our values and connect with those who resonate with our aesthetic.

Beyond the positive response we’ve received in Korea, we are genuinely curious about how people in Hong Kong will perceive and connect with our clothing. We’d love to know what captures their attention, how they interpret our style, and which pieces resonate with them the most.

This edition of the Seoul Fashion Market marked épingler’s first opportunity to connect directly with Asian customers through our debut pop-up at Lane Crawford in Hong Kong. More than just a showcase of products, it was a moment to observe how the brand’s quiet confidence and emotionally nuanced silhouettes would resonate in a new cultural context.

Amid the refined and discerning gaze that defines Hong Kong, it became an opportunity to see how épingler’s introspective mood might be interpreted—offering valuable insight and a clearer sense of direction for the brand’s future expansion.

épingler is a brand that speaks not through overt flamboyance, but through emotions intricately woven into every detail. With this event, we hope to be seen not merely as creators of beautiful clothing, but as a brand that resonates with the wearer's atmosphere and sensibility. Our garments are where structure meets sentiment—designed to harmonize with the inner world of those who wear them.

We believe that a single garment can reflect a person’s attitude, and we hope this quiet resonance was effortlessly felt throughout the showroom experience.

We aspire to elevate our brand visibility through this event, attracting a discerning audience that appreciates fafamoon’s unique designs and resonates with our spiritual values. Additionally, we'd be grateful to receive photos from the pop-up event, including images of the venue, influencers, and customers adorned in our garments, so we can share these moments on our official social media channels.

We hope that consumers can appreciate the deeper essence of our brand and our continuous exploration of this diverse world through various characters, along with the vibrant youthfulness expressed through our signature use of colour. This season, we draw inspiration from the identity and perspective of the gardener, interpreting and presenting her professional habits and personality through our clothing.

In terms of silhouette, we've thoughtfully considered the needs of the gardener's daily work, ensuring a comfortable and flexible wearing experience. Additionally, we've incorporated rich details, such as seed pockets, soil marks on the work pants, and a delicate scarf on the polo shirt - all of which reflect different facets of her life and embody the unique rituals of gardening.

Furthermore, this season showcases numerous self-developed hand-painted patterns and yarn-dyed stripes. Animal and plant embroideries are incorporated as part of the design, leaving traces of fafamoon’s story woven into these fabrics.