Experience more at ongoing Seoul Fashion Week 2024 S/S

The saying that everyone in Seoul dresses nicely is fairly common among tourists, and anyone who looks at the Seoul Fashion Week’s 2024 Spring/Summer (S/S) collection would likely agree.

Models wear sunglasses that were made in collaboration with local fashion designers and eyewear brands as part of Seoul Fashion Week 2024 Spring/Summer at the Dongdaemun Design Plaza in central Seoul. [SEOUL FASHION WEEK]

The saying that everyone in Seoul dresses nicely is fairly common among tourists, and anyone who looks at the Seoul Fashion Week’s 2024 Spring/Summer (S/S) collection would likely agree.

Regina Mikhailova, a 26-year-old Russian stylist, is visiting Korea specifically for the event at the Dongdaemun Design Plaza (DDP) in Jung District, central Seoul.

“I love how the fashion is minimalistic and has such interesting designs,” she told the Korea JoongAng Daily on Wednesday, comparing the looks to the typical European style she sees back home. She also liked how Seoul Fashion Week was centered on local designer brands, in contrast to European fashion shows, which showcase higher-end brands that are not necessarily native to each country’s event.

Mikhailova hopes to see some celebrities during her visit, like NewJeans, one of her favorite K-pop groups, but she was already stunned to see that practically “everyone is so beautiful” because in Slovakia, where she resides, the fashion is “very old and not stylish.”

When asked what she meant, she pointed to a middle-aged passerby wearing a modern, all-white outfit and heels with a pink feather boa to top it all off — “See!”

A look from ul:kin's opening show during Seoul Fashion Week 2024 Spring/Summer on Tuesday [UL:KIN]

Seoul Fashion Week’s 2024 S/S collection kicked off on Tuesday with the ul:kin show, led by designer Lee Seong-dong. The brand was also the opener last season. Basing its identity on sustainability by using upcycled materials, the concept for ul:kin this time is called “Cemetery Camping Club,” which was inspired by a “creepy vision” he had during his time serving in the military.

“I used to lie down and sleep in a tent in the training field. Suddenly I had this creepy vision that countless people had lost their lives on this field that I was lying on,” Lee said in explaining the theme. His 2024 S/S collection was inspired by camping and outdoor styles and details, and used recycled fabrics.

But Seoulites being paralleled to fashionistas and ul:kin kickstarting the event was similar to the 2023 Fall/Winter collection back in March. So what exactly was new this time?

Visitors wait their turn at the hands-on booths during Seoul Fashion Week 2024 Spring/Summer at the Dongdaemun Design Plaza in central Seoul. [SEOUL FASHION WEEK]

The Seoul Metropolitan Government, which hosts and organizes Seoul Fashion Week, increased citizen participation by installing more hands-on programs at the site.

Eight brands operate booths that merge fashion or beauty with digital technology. Among these, visitors can visit the booth of jennyhouse, the domestic beauty salon known for its wide clientele of celebrities, to primp up their makeup and hair and then head over to a blue carpet setting nearby to pose and take a snap for social media. Or for those seeking just a minor glow-up, the Korea Optical Industry Agency’s booth has a variety of eyewear on display to try on, which were made in collaboration with local fashion designers and eyewear brands.

The Korea Optical Industry Agency's booth for Seoul Fashion Week 2024 Spring/Summer displayed glasses that were made in collaboration with local fashion designers and eyewear brands, for anyone to try on. [SEOUL FASHION WEEK]

This is also Seoul Fashion Week’s first attempt at presenting new eyewear. Similar to how the Gentle Monster and Maison Margiela collaboration was a huge success among fashion lovers, these new products are worth checking out, especially since the trendiest local brands have participated.

Fashion brands Big Park, Doucan and Ajobyajo each worked hand in hand with eyewear brands Nine Accord, Knouun and Double Lovers. Anyone can try them out in the booths, and products will be available for purchase on Saturday at the B2B trade show, the only day when it is open to the public.

The trade show is seeing better prospects as well, being the biggest of its kind in Seoul Fashion Week’s history. A total of 94 domestic designer brands are scheduled to meet with 127 overseas buyers from 27 nations.

Visitors take photos on the blue carpet during Seoul Fashion Week 2024 Spring/Summer at the Dongdaemun Design Plaza in central Seoul. [SEOUL FASHION WEEK]

Seoul Fashion Week also holds fashion exhibits during Tranoi, Paris Fashion Week’s trade show, and this has helped garner attention from abroad.

Cecilia Pouvait, a 23-year-old who is visiting Seoul all the way from Paris, said that she learned about local brands sling stone, Ajobyajo, Beyond Closet and ul:kin from Tranoi back in June.

“I’ve already made reservations to see sling stone and Ajobyajo’s shows, because I wanted to see the styles for myself,” she told the Korea JoongAng Daily.

“[ul:kin] did a show in Paris, and the pieces were amazing,” Vanessa Lubin, 19, also from Paris, said. “I was like, ‘oh my God.’ And then I saw that they were doing a show [in Seoul] and I thought the timing was so good [because I was able to make it].”

A look from Big Park's show during Seoul Fashion Week 2024 Spring/Summer on Wednesday [BIG PARK]

To expand its promotion of Korean fashion to the American market, eight Seoul Fashion Week brands, including Greedilous, Acceptance Letter Studio, ul:kin and Holy Number 7, will take part in the three-day New York Coterie Order Exhibition for the first time from Sept. 19 to 21.

Nine brands will visit the Shanghai Cool Hunter Showroom during the same period as well, Seoul Fashion Week’s third time attending the event. Seokwoon Yoon, Vegan Tire and Blr Bluer are some of the brands participating.

Seoul Fashion Week 2024 S/S ends Saturday.

BY SHIN MIN-HEE [shin.minhee@joongang.co.kr]