Florence, the Home of Classics, Captivated... K-Fashion Targets Europe with Boldness

Buyers at Korean Pavilion Surge 2.5 Times at Pitti Uomo
Italian Organizers: "Designs Breaking Classical Conventions... Rising Stars"

K-fashion has emerged as a blue chip in the European market, achieving unprecedented success at the world's largest menswear trade show.

The Ministry of Culture, Sports and Tourism and the Korea Creative Content Agency announced on January 20 that the Korean joint pavilion, "CODE KOREA," received significant attention at "Pitti Uomo 109," held in Florence, Italy from January 13 to 16 (local time).

The number of visitors to the event reached 4,480, approximately 2.5 times higher than the previous edition. Among them, 1,988 were buyers with real purchasing authority. In online business matching, the average number of visitors per brand exceeded 2,300. It is unusual for conservative European buyers to show such strong interest in unfamiliar Korean brands.

The participating brands this time included Seokwoon Yoon, Vegan Tiger, AJOBYAJO, BLR, Easy&Art, and Ordinary People-a total of six. All of them showcased bold attempts, such as using vegan materials and deconstructionism, instead of traditional suits. Guest designer Post Archive Faction also hit the jackpot, recording a 150% increase in orders compared to the previous year.

Antonio Cristaudo, Chief Creative Officer (CCO) of Pitti Uomo, commented, "Korean brands have proven their unique presence, going beyond the conventions of Pitti Uomo," adding, "With innovative designs and price competitiveness, they have established themselves as strong contenders for the next season."

The Korea Creative Content Agency plans to support follow-up export contracts to maintain this momentum and will recruit brands to participate in next year's event in March.