Time Fall 2024 Ready-to-Wear: Seize the Moment

South Korean brand Time made its Paris Fashion Week debut with creative director Choi Jung delivering competent, commercial staples rooted in minimalism with a slight ‘90s vibe.

A series of smart trenchcoats in chocolate, caramel and sand were key looks, along with slouchy suiting featuring generously pleated trousers that pooled at the hem, and wide-lapeled blazers. Shorter jackets had softly rounded shoulders for a cocooning effect, and there were comfy-looking capes too.

The ‘90s touches were especially evident on eveningwear, such as a high-square neckline on an LBD or the bias cut of a deep red velvet slipdress inspired by Patricia Arquette’s va-va-va-voom version in David Lynch’s “Lost Highway.” A cream column erupted below the knee in pleats.

Choi paid attention to small details, such as beaded elbow-patches on the back of a fluffy coat, or studs down the spine of a black turtleneck tunic.

The designer said she thinks about how a woman actually moves through her day, noting that the Korean customer is a little bit more traditional, so she looked to different fabrications and cuts as the brand eyes the international market.

Fringe appeared on sequined skirts, for example, or a lace top was made of nubby silk-cotton blend for a look that’s a little more roughed up and less prim.

Launched in 1993, Time bills itself as Korea’s top homegrown clothing brand in terms of sales, topping more than 370 billion won with its combined men’s and women’s lines in 2022, or about 250 million euros.

The Paris Fashion Week show follows Time’s inaugural runway show last July in Seoul. The brand is backed by Hyundai Department Store Group subsidiary Handsome Corp., which has plans to establish the brand as a fashion player and grow it into a global name.

The company is already looking for Paris flagship space, with the eye toward opening in 2025.

With 30 years of history, Time is seizing the moment.

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