A Sleek South Korean Label Beloved by K-Drama Stars Debuts Its First U.S. Store in L.A.

Lvir's minimalist womenswear has arrived at ROW DTLA. There’s much more to than a certain overplayed K-pop song — and here to prove that is , a minimalist-luxe South Korean label that opened its first U.S. boutique at earlier this year. Co-founded in 2016 by fashion designers Benjamin Hwuang and WonSub Lee, the womenswear brand (which takes its name from la viere , the French for “light”) is beloved by a slew of K-drama stars for its effortless and modern essentials. The 1,000-square-foot store stocks the brand’s full range of apparel and accessories: Think sleek tanks and tees ($69 and up), collarless satin button-downs ($178), drapey maxi dresses in muted nature-inspired hues ($284 and up), utilitarian-inspired jumpsuits ($TK), linen wide-legged pants ($198), and more. Also on offer are exclusive hand-woven carryalls by luxury label Dragon Bag. Hwang tells Uncover L.A. that he chose our city for its U.S. location for its “comfortable and flexible nature [which] fits with the style of our designs. We think that the clothing represents the trendy yet comfortable style of everyday life in L.A.” The brand was particularly attracted to Row DTLA “because we believed that the location fit the aesthetic of our pieces. The old warehouse buildings juxtaposed by the classy nature of the stores attracted us to open our first location here at the Row,” Hwang continues. “[It’s] filled with a lot of culture and uniqueness, attracting many trendy and fashion-forward customers. The unique independent brands at the Row including our brand, Lvir, is what makes this area attractive to both locals and tourists.” Up next, the brand plans on opening in San Francisco, Chicago, and New York — tell all of your NorCal and East Coast pals, and see more inside the shop by scrolling through the gallery above.