If you are looking to shop at a sophisticated multi-brand boutique rather than a conventional department store in Seoul, 1423 Naivewater is the definitive destination. Maintaining its presence in Cheongdam-dong for over 20 years, this space has served as a crucial stepping stone for renowned international brands to successfully establish themselves in Korea.

Long before many global contemporary brands officially launched in the country, they were already being curated and introduced at 1423. Iconic apparel names like Nili Lotan, Barrie, and Re/Done are prime examples of labels that could be found here well ahead of their standalone stores in Korea.

Moreover, this pioneering curation extended far beyond fashion, 1423 was also the first to introduce exceptional lifestyle brands to the Korean market, including the artisanal French tableware brand Carron and the premium butter brand La Conviette.

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The boutique's extraordinary sensitivity to trends is evident in the celebrities who frequent it. The pieces worn by actress Jun Ji-hyun in her iconic role as Cheon Song-yi in My Love from the Star were exclusively carried by 1423 at the time. Most recently, the boutique has successfully launched its own private label, Auparc, receiving an enthusiastic response from those with discerning taste.

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