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Seoul Fashion Week returns with a fresh face

Mar 12,2019
The country’s largest fashion event returns next week to showcase works by Korea’s leading designers and young creators.

The 2019 F/W Seoul Fashion Week runs from March 19 to 24 at the Dongdaemun Design Plaza (DDP), central Seoul. Organized by the Seoul Metropolitan Government through the Seoul Design Foundation, it will play host to some 37 shows unveiling the latest collections from top Korean fashion brands, such as D-Antidote and LIE.

Also showing a collection will be British menswear label Cottweiler, the country’s first brand to present at Seoul Fashion Week after the British Fashion Council and organizers of the Seoul Fashion Week decided to create a designer exchange program last year to help brands reach a wider audiences.

Twenty-one rising fashion brands singled out for their potential will also show off collections as part of the “Generation Next” program.

The program will also introduce 31 promising university students majoring in fashion during SFW Young Talents Show on Thursday.

Around 150 foreign buyers from the world’s leading online and offline retail outlets, like Barneys New York and Net-A-Porter, have been invited to view the new collections first hand.

Some 100 buyers will hail from Asian countries, like China, Singapore and the United Arab Emirates (UAE). Staff from fashion magazines, including Vogue and Vogue Italia, Esquire and Harper’s Bazaar, will also be on hand to cover the event.

Some local designers will get the opportunity to receive feedback from global experts Sara Maino, the deputy editor in chief of Vogue Italia, and Anders Christian Madsen, fashion critic at British Vogue.

The two will meet and review the portfolios of 16 designers, photographers and stylists during their visit to Seoul in an event put together by Seoul Fashion Week organizers.

All of the runway shows will be streamed live on a large screen in the DDP’s open square, as well as on the show’s official homepage and Naver’s V-Live platform. The 21 “Generation Next” shows will be held outdoors, and open to the public.

One major change this spring is the absence of Amorepacific’s Hera, which served as the show’s main sponsor for the past three years and lent its name to the official title of the event.

According to Jung Ku-ho, the general director of Seoul Fashion Week, the sponsorship ended cordially. He assured that the event will not be shaken by Hera’s absence.

“We previously used sponsorship money from Hera to invite foreign buyers and media outlets, but we’ve managed to reduce expenses across several fields and organize this season’s fashion week at the same scale as before,” Jeong said.

“Seoul Fashion Week is the top fashion week in Asia […] We will continue expanding exchange programs with London, Milan and New York to support local designers.”

BY KIM EUN-JIN [kim.eunjin1@joongang.co.kr]