SEOUL, July 02 (AJP) - South Korean fashion platform Musinsa is expanding its collaboration with GS25, one of the country’s largest convenience store chains, introducing a new lineup of summer apparel and debuting its first beauty products at retail locations nationwide, the company announced Wednesday.
The partnership extension includes five new items from the Musinsa Standard Express collection — the company’s casual sub-label tailored for retail distribution — and marks the launch of Little Whizzy, a new beauty line under Musinsa’s youth-focused cosmetics brand Whizzy.
Musinsa said it will roll out two new Cool Standard T-shirts, along with three styles of summer shorts — nylon banding, basketball sweat, and boxer-fit — designed to emphasize comfort and breathability during Korea’s hot season.
The latest collection will be available at 5,000 GS25 stores beginning in July, expanding from the 3,000 locations that carried the initial March release. Purchasers will also be eligible to receive randomly issued discount coupons, some offering up to 90 percent off.
The collaboration is now moving beyond fashion with the debut of Little Whizzy, a compact beauty line priced at 3,000 won (approximately $2.15) per item. The launch includes seven lip and eyeshadow products, such as “Bouncy Gloss” tints designed for vivid color and high shine, and pocket-sized two-tone eyeshadow duos intended for everyday portability — a feature designed to resonate with younger, on-the-go consumers.
Musinsa, best known for its online streetwear and fashion marketplace, has been increasingly exploring offline and cross-sector strategies to engage younger audiences.
reporter
Candice Kim
candicekim1121@ajupress.com
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