Hyundai Department Store Partners with Seoul City to Host 'Digital Live Fashion Show'

[Asia Economy Reporter Seungjin Lee] Hyundai Department Store will hold a spectator-free digital fashion show to support the sales of fashion designer brands struggling due to the impact of the novel coronavirus disease (COVID-19).

Hyundai Department Store announced on the 14th that, in collaboration with the Seoul Metropolitan Government, it will hold the "Seoul365 Hyundai Department Store Digital Live Fashion Show" online without an audience for one hour starting at 8:30 PM on the 15th.

The fashion show will take place at the Sky Garden on the 11th floor of Hyundai Department Store Trade Center Branch and will be broadcast live through Hyundai Department Store's official YouTube channel "Hyundai Department Store TV," Naver V Live, and the official YouTube channel of the Seoul Metropolitan Government.

Since 2016, the Seoul Metropolitan Government has been conducting the "Seoul365 Fashion Show" at major landmarks in Seoul with the goal of "making Seoul a runway 365 days a year, anytime and anywhere!" Last year alone, a total of 544 fashion shows were held at locations such as Dongnimmun and Dongdaemun Design Plaza (DDP), attracting about 36,000 viewers, but this year the events were canceled due to the impact of COVID-19.

Nine emerging designer brands, including Graphist Manzi, Jay Choi, Daily Mirror, Charm's, and Vegan Tiger, will participate in this event. The fashion show will be divided into two parts. In the first part, about 50 fashion models will introduce the brands' fall and winter new products, and in the second part, Park Ji-ho, Seoul's promotional ambassador and CEO of Urban Space Odyssey, will hold a talk show with each brand's designers, explaining the products directly like a TV home shopping program while also conducting sales.

Hyundai Department Store expects that young generations interested in fashion will watch the digital fashion show live broadcast. In fact, about 5,000 people watched the online fashion show Hyundai Department Store held for the first time in the department store industry last April in real time, of which about 4,000 (80%) were customers aged 30 or younger.

Along with the spectator-free digital fashion show, Hyundai Department Store will also hold a "Fashion Designer Fair" selling products from the brands participating in this fashion show on The Hyundai.com and Hyundai H Mall until the 26th.