Seoul's quiet revolution: how amomento is redefining korean style
The simple idea of hanging a few things together and seeing how people felt,” says Myeongsoo Lee. The CEO is describing the humble beginnings of Seoul-based brand Amomento, which his sister Mee-Kung ‘MK’ Lee founded in 2015 and he joined a year later. Forget fleeting trends – Amomento is building a timeless aesthetic that’s quietly reshaping Korean Fashion.
Against the k-pop current
Fast forward to now, it’s become one of Korea’s most influential Fashion labels, defying the hyper-fast-paced world dictated by K-pop idols and viral trends. But the Lee siblings are betting on something radically different: clothes that feel inherently good, a subtle counterpoint to the constant churn of the Korean market.
“Korean customer taste is developing,” says Lee. “I can tell that consumers here are becoming increasingly mature in the way they approach clothing – more people are moving beyond simply exploring their tastes and are beginning to define them more clearly as their own rather than following a single dominant trend.”
Minimalism with an edge
Amomento’s designs are characterized by a restrained elegance: tasteful neutrals, minimal silhouettes, and a surprising playfulness in cut and shape. Think cropped jackets, subtly oversized pieces, and flared trousers that defy the current obsession with ultra-skinny fits. It’s a quiet rebellion, deliberately eschewing the loud signals of brand obsession.
From shop to global stage
Initially launched alongside a multi-brand store, Shop Amomento – now boasting three locations in Seoul and Tokyo – provided a crucial laboratory for the Lee siblings. This dual-pronged approach – a curated retail space alongside the brand’s own collection – has fueled impressive growth. Currently, Amomento’s brand revenues stand at $15 million, with company-wide revenues hitting $18 million, demonstrating a consistent 34% annual growth rate over the last five years.
A global network
But the ambition extends far beyond Korea. With over 100 stockists worldwide, from New York’s Extra Butter to Paris’s Printemps, and Sydney’s Chinatown Country Club, Amomento is rapidly establishing itself on the international stage. Their recent runway presentation in Shanghai underscores a renewed focus on the Chinese market, which is rebounding spectacularly post-pandemic.
Beyond the clothes
The brand’s success isn't just about the garments themselves. Amomento's parent company also operates an archive store, showcasing past seasons, and a small café, Reception, designed to be a “chill” space—a place where customers can pause and shop with intention. “That’s why we named it Reception,” says Lee, “because we want it to be a kind of place where people enter, feel more chill, and are ready to shop.”
Looking ahead
Next up: an official debut at Paris Fashion Week, followed by pop-ups in Shanghai and Chengdu. And a new sportswear line, Amomento Plus, designed for those seeking ease in their daily lives. “Even though it’s in China, inside the factory it’s like it’s in Korea – the skill and detail is very good,” says Lee, highlighting the brand’s commitment to quality. Prices range from $100 for a simple cotton top to over $1,200 for a luxurious lambskin hoodie, positioning Amomento as a sophisticated offering in a competitive market. Ultimately, Amomento isn’t just selling clothes; it’s cultivating a distinct lifestyle.