2021 F/W Seoul Fashion Week held online recorded 4.72 million views in just one month.
The digital runway was introduced for the first time last year for 2021 S/S Seoul Fashion Week, which attracted 1.07 million views. It is evaluated that 2021 F/W Seoul Fashion Week, which attracted 4.72 million views, expanded the scope of viewing by adding elements of K-culture as well as personal fashion stories from designers, models, and so on.
In particular, the number of views for its global YouTube channel increased by 4.8 times from 48,000 views to 228,000 views. More than half of the viewers (57.4%) were based overseas including the US, Japan and Indonesia. The fashion event was reported by overseas media outlets (e.g. Vogue and Forbes) over 100 times, confirming that there is a growing interest in K-fashion in global markets beyond the Korean borders.
Support for the fashion industry was also given so that the high interest in K-fashion can lead to global expansion. A total of 784 consultations were arranged in the “Online Order Consultation Meeting,” which is designed to connect overseas buyers to Korean designers. Designers who participated in Seoul Fashion Week could also sign a retail contract with an influential B2B online platform called “renewblack.”
Unique features of 2021 F/W Seoul Fashion Week can be summarized in three points: ➀ digital expandability, ➁ unique runway setting, and ➂ unprecedented visuals enabled by 100% pre-production.
The digital fashion show also eliminated the exclusive front row, which is a symbol of power in fashion shows, and transformed the fashion week into a public event that anyone can enjoy in the front row seat through their computer and mobile screens.
In addition, the fashion week attracted a lot of attention by introducing places that had never been used for catwalks such as the National Museum of Korea and the National Museum of Contemporary Art. It was praised for aggregating Korean cultures, introducing artworks from Korean masters who represent the contemporary Korean art, relics including national treasures, pansori and Korean dance together with K-fashion.
Moreover, runways installed in Mapo Oil Tank Culture Park and the Hangang River captured the charms of Seoul with breathtaking images, revitalizing tourism in the post-COVID era going beyond promoting competitiveness of K-fashion.
Videos of 2021 F/W Seoul Fashion Week’s digital runways can be viewed online via the Seoul Fashion Week website and YouTube (https://youtube.com/channel/UCGJ7KF84FFEvkiFqhYaedXQ).
Meanwhile, Seoul Fashion Week this coming autumn (i.e. 2022 S/S Seoul Fashion Week) will be held in October. It will be determined whether it will be held as an online or contact-free event depending on the COVID-19 situation at the time.
Photos of runways in 2021 F/W Seoul Fashion Week
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