French headquarters, VIPs and industry guests gather for Korea's first preview of Paris collection

FW collection captures 'Girl Gang' mood; MAIA bag makes debut

A view of the "2026 Winter Preview" event at the Isabel Marant Cheongdam flagship store [LF]
A view of the "2026 Winter Preview" event at the Isabel Marant Cheongdam flagship store [LF]

Isabel Marant, a French luxury brand distributed in South Korea by LF, held a "2026 Winter Preview" at its Cheongdam flagship store on Wednesday, presenting the brand's latest collection — shown on the Paris Fashion Week runway — in Korea for the first time.

The collection, themed around "Girl Gang," proposes a Parisian aesthetic where strength and femininity coexist. The palette centers on black and charcoal, accented with red and blue. Animal prints, metallic fabrics, embroidery and lace cutouts bring the brand's signature sensibility to life.

The brand also unveiled its new signature bag for this year, the MAIA, for the first time. Crafted in suede with a naturally sun-faded finish and supple leather, it strikes an understated, natural feel. In footwear, the brand highlighted the BEKETT sneakers — a global hit of the 2010s — to reinforce its accessories lineup.

LF has handled Isabel Marant's retail distribution in South Korea since 2008, co-developing exclusive products tailored to Korean customers' body types and preferences while maintaining a strategic partnership with the French headquarters. The Cheongdam flagship is now in its 14th year of operation.

"Korea is a market that responds quickly to fashion trends and carries significant influence," an LF imports division official said. "We will deepen our collaboration with the French headquarters to be the first to introduce global collections and brand experiences here."


andy@heraldcorp.com