600 Years of Seoul History Meets K-Fashion... 'S/S Seoul Fashion Week' Opens on the 7th

100% Pre-Produced Digital Fashion Show Until the 15th
Runway Videos of 37 Brands Broadcast Worldwide on Website, YouTube, Naver TV, and TikTok

[Asia Economy Reporter Lim Cheol-young] The Seoul Metropolitan Government announced on the 5th that the ‘2022 S/S Seoul Fashion Week,’ which will showcase the competitiveness of K-fashion to the world, will open simultaneously worldwide on the 7th.

This fashion week will highlight various spaces that represent Seoul’s past, present, and future, as well as globally recognized K-fashion. With active cooperation from the Cultural Heritage Administration, the five major royal palaces of Seoul will be used as stages for the fashion week for the first time. Fashion designs embodying the global themes of ‘nature,’ ‘environment,’ and ‘coexistence,’ such as upcycling and vegan fashion, will also be presented.

The event will begin with a powerful opening stage by hip-hop artist DPR LIVE accompanied by the night view of Gyeonghuigung Palace, followed by NOHANT’s runway show set against the backdrop of Gyeongbokgung Palace. Other runways will be held in spaces where traditional palaces and Western-style architecture harmonize, such as Deoksugung Palace, Unhyeongung’s Western-style building famous as the filming location of the drama ‘Goblin,’ and Provoc Seoul, a modern and contemporary heritage site, allowing visitors to experience Seoul’s unique charm and sensibility.

Next, the runway of Korea’s first vegan fashion brand Vegan Tiger at Gyeonghuigung Palace and a stage performance by folk singer Lee Hee-moon and the Obangshin Band at Deoksugung Stone Hall will mark the grand finale of Seoul Fashion Week.

The fashion week will be a 100% digital fashion show, with runway videos (fashion films) from 37 brands released over nine days starting from the event day. Audiences worldwide can watch through the official YouTube channel, Instagram, Naver TV, VLIVE, and, starting this season, TikTok, a short-form platform used by one billion people globally.

Meanwhile, a Seoul Fashion Week special exhibition will be held where viewers can immediately purchase outfits from the 37 participating brands’ fashion shows via Naver Designer Window and SSG. The Naver Designer Window Seoul Fashion Week special exhibition runs from the 1st to the 15th, and the SSG Seoul Fashion Week special exhibition runs from the 7th to the 15th.

Additionally, as part of the fashion week’s digital trade show, overseas sales support will be provided for representative brands participating in Seoul Fashion Week through global designer brand sales edit shops such as LENEWBLACK, FARFETCH, and BOON PARIS. LENEWBLACK and BOON PARIS will start from the 7th, and FARFETCH from the 15th.

The B2B order consultation meeting ‘Trade Show’ between domestic designers and leading domestic and international buyers will be held for five days from the 13th to the 19th in connection with the Korea Creative Content Agency’s ‘Fashion Code (KODE).’ It will be held simultaneously online and offline, with the offline event taking place at DDP Annex 1 from the 13th to the 15th, and the online event running from the 13th to the 19th at DDP and Seoul Partners House. More than 120 prominent designer brands and emerging designers, including 32 brands participating in Seoul Collection and Generation Next, will take part.

Hwang Bo-yeon, Director of Economic Policy at the Seoul Metropolitan Government, said, “Collections by leading designers will be showcased simultaneously worldwide on a 600-year cultural heritage stage that embraces Seoul’s history, current dynamism, and future potential. Since it is produced as world-class digital content, it will serve as an opportunity to promote Seoul’s charm and enhance the competitiveness of the fashion industry.”