Shinsegae Live Shopping to exclusively carry G-CUT womenswear brand

Shinsegae Live Shopping announced Thursday that it will exclusively carry G-CUT, a womenswear brand developed by Shinsegae International.

G-CUT is a contemporary brand known for refined design and trend-forward sensibility. Shinsegae Live Shopping said it will preserve the brand's identity while pursuing a new growth strategy, centering its offering on premium womenswear with designs that reinterpret classic styles in a modern way alongside practical products.

Shinsegae Live Shopping has been steadily building out its fashion category. Starting with the womenswear label Edited, launched four years ago, it has established Shinsegae's casual brand Bluefit and the new-luxury brand Ellaconic. More recently, it expanded into menswear through Shinsegae Men's Collection and the French casual brand Guy Laroche.

The company goes beyond simple product sales, directly planning and nurturing its own brands. G-CUT is the latest addition to that strategy, which focuses on developing both proprietary and licensed brands.

Shinsegae Live Shopping will air a special G-CUT broadcast starting at 8:20 a.m. Friday, featuring a range of new fall and winter items including cape coats, knitwear, pants, hoodies and goose-down vests. A special video filmed at Boon the Shop Cheongdam has also been prepared.

"We will deliver a new experience by combining Shinsegae Live Shopping's product planning and content strengths with the brand's own sensibility and heritage," said Kang Seong-jun, head of the sales division at Shinsegae Live Shopping.