Musinsa Launches Subdued Brand Shop to Target Young Women Consumers

Musinsa announced on June 4 that it will be the first domestic online retailer to launch the Italian fashion brand Subdued in South Korea.

According to Musinsa, the official Subdued brand shop will be unveiled on June 5. Subdued is known for its free-spirited individuality and natural style. The brand gained attention after its first offline pop-up store opened in Seongdong-gu, Seoul, in April, where social media buzz helped spread awareness through user-generated photos.

With this launch, Musinsa customers will be able to purchase Subdued's signature products and global bestsellers online. Key items include the Wings hoodie, featuring the brand's iconic sequin embellishments, low-rise denim, cropped graphic tops, and hot pants.

To celebrate the official launch, Musinsa will hold a promotional event. From June 5 at 11 a.m. to June 11, all Subdued products will be offered at a 10% discount. Additionally, the first 50 customers who spend over 150,000 won during the event will receive a Subdued notebook pad.

A Musinsa representative stated, "We expect that Subdued, with its trendy styles and unique aesthetics, will meet the diverse fashion preferences of our core target audience of young women aged 10 to 20."

Meanwhile, Musinsa reported a record revenue of 363.6 billion won for the first quarter of this year, marking a 24.1% increase compared to the same period last year. The operating profit also rose by 8.2% to 19 billion won.