Time Out says
A fermata is a symbol that that tells the musician to prolong a note beyond its normal duration. Likewise, this store is growing slowly but surely. La fermata, a Hannam-dong fashion brand and lifestyle multi-shop, is owned by designer Choi Hye-jin and patternmaker Yoon Kwon-jin. You can get a whiff of Choi’s taste at work in the shop’s décor, but it's most tangible in the La Fermata dresses she designs herself. Her loose-fitting, oversized dresses cover your knees, don't cling to your body and have no zippers or buttons. Instead, you use laces, made with the same fabric as the dresses themselves, to adjust them. What's more, they're made from linen and cotton, so you can already imagine what a pleasure it is to wear them. Since they come in chromatic designs or pastel colors, the furrows and tassel decorations are not at all overwhelming. At La Fermata you'll also find shoe brands, such as Anne Thomas and Naguisa that are perfectly matched to the clothes, plus woven bags and a variety of lifestyle items. You'll fall in love with everything on display here. Check out this unique little Hannam-dong shop that gives you a peak into an awesome designer lifestyle.