Shopping At 3AM? Meet The Shoppers Of Seoul Who Never Sleep

Last month, the video for Psy's hit song *Gangnam Style *became the most watched video on YouTube - with 1.95 billion hits. The horse-dancing, lassoo-swinging japes defined music in the summer of 2012 - and threw light on the the fashion-forward districts of Seoul (one of which is Gangnam) where the young, hip, classiest Koreans exude style. Part of the reason for that? Shopping malls that are open 24/7 so you can shop whenever the urge strikes. Well, almost...

The heart of this shopping explosion is Dongdaemun, a district of Seoul which houses 37 shopping centers, 35,000 shops, 100,000 people working in fashion industry, £23 million sales each day, and 2.5 million visitors every year. Even at 3am. The shops are open from 10.30AM to 5AM the next day, meaning there's always someone striding through the marble-edged hallways with a credit card to burn.

You can shop, eat, drink, get nail care, watch movies, and even pierce your body all night long in the enormous ‘Star Wars’-like building designed by Zaha Hadid. But does anyone actually use the malls in the middle of the night? Maybe insomniacs?

In the interest of research, we visited Doota Mall at 3AM (yes, really) last Friday night - and tracked down some of the hoardes of energetic young women there to find out why they were shopping, rather than sleeping?

**'It's a good time to hang out with my boyfriend,' says ****Sang Eun Han, 25 **

Why are you here at 3AM?

'DDM at night is the best place to see the real trend of real girls! Perfect spot to spend time with my boyfriend also.'

**And what are you wearing to shop? **

Lucky Chouette blouse, vintage jeans, Miu Miu ankle strap heels, Saint Laurent tote.

Favorite Korean Designers?

I love to mix cute & girlish Lucky Chouette items with sporty menswear from Eastlogue. ‘Girl meets boy’ style always works!

And Western labels?

My long time love is Isabel Marant.

**Tell us a secret about the Korean fashion scene: **

Seoul is the best place to spend the night! Cool beauty shops like Etude House, Missha, Innisfree, Tonymoly, The Face Shop, To Cool For School and Banila co. are open all day long, all night long. If you can't get here, check out Korean e-store New Russian Painting.

'I'm between DJ sets,' says **DJ Mushxxx, 25

**

**Why are you here at 3AM? **

'It’s free time between my DJing sessions, and vintage markets in DDM (Dongdaemun) are the best.'

**And what are you wearing to shop? **

Head to toe, vintage items!

Favorite Korean Designers?

I don’t know much about Korean designer brands because I always wear vintage items. Brand really doesn’t matter. I just try to have a limited palette; black and white!

And what about Western labels?

Even a vintage mania can’t resist Celine. Who can?

**Tell us a secret about the Korean fashion scene:

**

For those who like to groove, Seoul has best DJs and clubs also. Cakeshop in Itaewon (for dub step), Mystic also in Itaewon (for house music), and Brown in Hongdae (for hip-hop)! But for vintage fashion items? Gwang Jang Market in Dongdaemun is one of the best.

'I have to be here, it's my job!' says Hyun Jung Gwon, 22

Why are you here at 3AM?

'Working all night long is definitely exhausting, but customers in night are more interesting than customers during the day. At Low Classic where I work, 3AM is as same as 3PM!'

**And what are you wearing to shop? **

Top and skirt from Locle by Low Classic, New Balance sneakers.

Favorite Korean Designers?

Locle by Low Classic or Low Classic look is the only option while working and I really like it! In my free time, I also wear Lucky Chouette a lot.

And what about Western labels?

I love to keep everything very simple, so American Apparel is one of my favorites.

Tell us a secret about the Korean Fashion Scene:

More than 50% of our customers are Chinese travelers. It’s really surprising how they know so well about Low Classic and other Korean brands! Although ‘Gangnam Style’ was a huge boost, everything already started a few years ago.** **My favourite e-store is 29cm.co.krcarries all the young Korean designer brands and lifestyle items full of funny ideas.

**'I just don't have any time during the week,' says Seon Jin Park, 24 **

**Why are you here at 3AM? **

'Can’t avoid working overtime during the week and have plenty of appointments with friends during the weekend. Solution? Enjoy yourself at 3am here on Friday!'

**And what are you wearing to shop? **

Top and pants from American Apparel, Zara platform heels, Monday Edition necklace, and Gucci fringe bag.

Favorite Korean Designers?

Monday Edition jewelries adds a sparkle to the look whatever you wear. With Low Classics clothes? Even better!

And what about Western labels?

Gucci without doubt. When Gucci seems too glamorous, I mix it with Alexander Wang!

Tell us a secret about the Korean Fashion Scene:

Thanks to ‘Gangnam Style’ everyone became familiar with Gangnam. But Gangnam is just a little part of Seoul. As the fans of K-Pop and Korean soap dramas would already know, fascinating part of Seoul is that each district has unique style! If you can't come to Korea check out 24for7.com - it's funny, cute, and unique. Once you register, whole package of amusing items are waiting. Clothes, accessories, and even toys!

**'I like to hear what customers are saying about my bags,' says Su In Lee, 27, designer of **Suin bags

**Why are you here at 3AM? **

'Usually, I stay at the studio instead of the shop. But every Friday, I stay here till the morning, just to hear the customers’ response to my bags!'

**And what are you wearing to shop?

**

Zara top, Suin clutch and all the other items from Doota shops.

Favorite Korean designers?

Season after season, Johnny Hates Jazz collection never disappoints me. But whatever I wear, bag is from Suin!

And what about Western labels?

Jil Sander has the same clean and lean mood that I like from Johnny Hates Jazz.

Tell us a secret about the Korean fashion scene:

Launching Suin, I tried to focus on traditional Korean details and embellishments. After a few season, I’ve realized that people are keen on sophisticated ‘made in Korea’ items, traditional or not. And of course Psy phenomenon was huge!

Korean e-stores Koon and Koon With A View are known for their trendy selection. And their facebook is full of interesting ideas!

Ellena Yim is a Fashion Editor at Vogue Korea (Follow her on Instagram @ellenayim)

This article originally appeared on The Debrief.