Privé Alliance rang in the new year with the launch of their pop-up store in Guangzhou, China. From January 1st to 4th, the brand set up shop right at the center of Baiyun Hui Mall for their largest pop-up to date, inviting the brand’s loyal and new customers to shop its old and new designs. And with branded signages of their latest editorial featuring Baekhyun himself–the store was impossible to miss.

The rare in-store experience mobilized a large crowd with line-ups that stretched around the store and on the first day, even overflowed outside the mall. Attendees took pictures and waited for their turn to shop, eager to take a look inside the store and get first physical access to the newly released Winter 2020 collection.

True to form, comfort and versatility remain at the core of the latest release, making use of texture and a range of textiles. But much like Baekhyun’s personality, the designs were also playful and included the appropriately named “Playtime” hoodie and t-shirt featuring the co-creative director’s well known Corgi, Mongryong.

Select styles from previous collections were also available and similar to the website, every $200 purchase gifted customers with the latest collection’s photocard. A Privé Alliance Guangzhou t-shirt exclusively available for purchase on location was also released.

This four day pop-up event offered a chance to get up close and personal with the brand’s signature style that Baekhyun has been curating since the brand’s launch.