Not From Paris, But Perfectly At Home: Drôle de Monsieur Lands in Seoul
by Adriano Batista
Drôle de Monsieur has opened its first Asian flagship. It’s right in the heart of Seoul’s futuristic retail scene, inside The Hyundai Seoul department store.
The brand’s founders, Maxime Schwab and Dany Dos Santos, have built a space that feels like their personal hangout. It’s a boutique designed as a living room, a direct reflection of the 90s street culture that shaped them. This isn’t a quiet, sterile store. The concept is built on collision: it’s where aristocratic elegance is meant to bump into urban style, where baroque details meet the raw energy of the city.
The look pulls from the golden age of grand hotels. Think dark, cocooning elm wood walls and rich velvet, mixed with Art Deco touches and the bold glamour of old Hollywood. A custom-built bar, inspired by historic hotel lounges, sits as a centerpiece. The furniture and objects scattered around are like a personal museum of the founders’ inspirations, a mix of design history, music, and craft.
And the clothes? They fit right into this curated chaos. The signature piece is the La Chemise Monogramme, a short-sleeved polo cardigan. This season also features a standout t-shirt with a clever embroidered slogan: “NOT FROM PARIS MADAME,” a playful wink that runs across the front and back. There’s also a relaxed raw denim jean, the Le Jean Baggy Brut, detailed with subtle embroidery on the pocket.
Check out below the images from the store:
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