Photo Credits: SM Entertainment. Polo Ralph Lauren

Polo Ralph Lauren marked an exciting milestone last Wednesday with the grand opening of its first women’s store in Korea, located in Hannam-dong, Seoul. To commemorate this occasion, the brand hosted an exclusive event at Sound Hannam, unveiling its latest accessory, the ‘Polo Play Bag.’ The celebration was elevated by the presence of aespa’s Winter, who graced the event as Polo Ralph Lauren’s ambassador.

Winter captivated attendees with her vibrant seasonal look, pairing a madras-style cropped plaid cotton tie-front top with an A-line drawstring maxi skirt. Her ensemble was completed with a Polo Play leather tote bag in refreshing colors, perfectly embodying the lively spirit of the collection. The event also featured campaigns showcasing Winter’s unique sensibility and interpretation of the Polo Play Bag, drawing significant attention from guests.

The event at Sound Hannam in Hannam-dong, Seoul, significantly enhanced Polo Ralph Lauren’s brand presence by leveraging the unique appeal of its location and the cultural resonance of its campaign. Sound Hannam, known as an “urban resort,” is a trendy cultural hub that attracts affluent visitors, celebrities, and influencers. Its blend of retail, art, and lifestyle elements provided an ideal backdrop for the brand to showcase its new women’s store and the launch of the Polo Play Bag. This venue not only aligned with the brand’s upscale image but also offered a space that naturally draws attention from Korea’s trendsetters and social media-savvy audience.

By featuring aespa’s Winter as the ambassador, the event tapped into South Korea’s fandom culture, which is deeply intertwined with fashion and celebrity influence. Winter’s stylish presentation of the Polo Play Bag in a lively seasonal ensemble resonated with younger generations, creating a buzz both offline and online. The campaigns displayed at the event further amplified this connection by blending storytelling with fashion, a strategy known to foster deeper consumer engagement.

In this way, Polo Ralph Lauren not only celebrated its milestone but also positioned itself as a key player in Korea’s competitive luxury market.

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