Metro Singapore has taken a bold step in redefining its place in the retail scene by becoming the first international retail partner of Shinsegae International, Korea’s leading fashion and lifestyle powerhouse. The collaboration launched with an exclusive pop-up showcase at Paragon Atrium from 25 September to 5 October 2025, introducing Singapore shoppers to six of Korea’s most coveted brands.
Korean Fashion Arrives in Singapore
For the first time, Singaporeans can shop six distinctive labels from Shinsegae International, each bringing a fresh perspective to fashion and lifestyle:
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Studio Tomboy – effortless androgyny with timeless appeal
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Man on the Boon – modern menswear with an edge
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JAJU – everyday comfort with style
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Voice of Voices – bold femininity reimagined
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Rawrow – elevated utility and minimalist design
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Vidivici – a beauty brand that blends confidence with clarity
These brands will remain available at Metro Paragon until 31 October 2025, giving shoppers an extended opportunity to explore Shinsegae’s curated fashion and lifestyle offerings.
Art Meets Fashion
The partnership also celebrates cultural exchange through an exclusive design collaboration between Singapore’s PHUNK Studio and Korean brand Studio Tomboy. Drawing on shared motifs from Peranakan and Korean heritage, the creative fusion produced a striking square tile design featuring lotus, peony and hibiscus-inspired flowers, as well as playful nods to the Korean flag and Southeast Asia’s beloved durian fruit.
The result is a bold piece of artwork that not only decorates the showcase but also symbolises resilience, prosperity and the joy of cross-cultural collaboration.
A Strategic Transformation for Metro
More than just a pop-up, this partnership reflects Metro Singapore’s strategic transformation. Long known as a trusted department store, Metro is repositioning itself as a trendsetting fashion destination, curating exclusive international labels while creating engaging experiences for Singapore shoppers.
Metro Singapore’s Chief Operating Officer, Erwin Wuysang-Oei, described the partnership as a pivotal milestone:
“This partnership with Shinsegae International represents a pivotal moment in Metro’s evolution. We are not just bringing Korean fashion to Singapore. We are creating a new model for international retail collaboration that celebrates both cultures while setting new standards for fashion retail in Southeast Asia.”
Mark Your Calendar:
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25 September – 5 October 2025: Exclusive pop-up showcase at Paragon Atrium
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26 September 2025: VIP preview with media and KOLs
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31 October 2025: Extended showcase at Metro Paragon ends
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