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Press Releases

  • 2022 S/S Seoul Fashion Week with global ambassador EXO’s Kai

  • Press Releases SMG 800
    • All the 2022 S/S Seoul Fashion Week’s fashion shows have been pre-produced, and its official event will take place from October 7 to 15.
    • The promotional video featuring Seoul Fashion Week’s global ambassador EXO’s Kai will be released on YouTube on September 15.
    • Seoul will turn its attractions, including the Deoksugung Palace, Seodaemun Prison History Hall, and Dongdaemun Design Plaza (DDP), into fashion show runways, promoting them to the world.

    SEOUL, SOUTH KOREA, September 15, 2021 – The Seoul Metropolitan Government announced that it will hold the 2022 S/S Seoul Fashion Week online for seven days from October 7 to 15.

    Seoul will turn its attractions displaying the city’s history – from the Joseon Dynasty’s palaces to modern and contemporary buildings, including Dongdaemun Design Plaza (DDP) – into fashion show runways, promoting them to the world.

    K-pop boy band EXO’s Kai, who has worldwide recognition and fans, serves as the global ambassador for the 2022 S/S Seoul Fashion Week. He filmed the Seoul Fashion Week’s promotional video with wearing costumes designed by designer BMUET(TE), who will participate in the London Fashion Week this year with the support of the Seoul Metropolitan Government. The video will be released on YouTube on September 15.

    All the 2022 S/S Seoul Fashion Week’s fashion shows have been pre-produced and can be viewed on various online channels, including YouTube, Naver TV, VLIVE, and TikTok.

    Three main programs of the 2022 S/S Seoul Fashion Week are: 1) each participating designer’s digital fashion shows featuring runway videos; 2) online one-on-one B2B business meetings between designers and global buyers; and 3) the program that supports participating designers in raising their brands and the production of their promotional contents for international markets as well as Korean market.

    First, the Digital Fashion Show is the main event of the 2022 S/S Seoul Fashion Week. A total of 37 fashion shows and opening and finale shows made by famous artists can be viewed during the seven-day Seoul Fashion Week. The Seoul Collection, presented by 26 leading fashion designers, will take place at old palaces, and the Generation Next will be run by 11 rising and new designers at the DDP.

    Second, more than 120 brands will have online and offline exhibition consultations and online (ZOOM) B2B business meetings with international buyers for domestic and overseas market expansion.

    The Tradeshow, the online B2B business meeting between designers and buyers, will be held at the DDP from October 13 to 19 in collaboration with the Korea Creative Content Agency. The meetings have been arranged so that buyers can have a business meeting after watching the digital fashion show. Seoul supports the brands so that each of them has more than ten meetings on average.

    Third, Seoul Fashion Week’s Online Special Exhibition is also prepared for general consumers in an effort to raise public awareness of the Seoul Fashion Week. Through the online exhibition, viewers can watch fashion films on TikTok and collaborative contents.

    The 2022 S/S Seoul Fashion Week’s digital fashion show videos will be available on its official website (http://www.seoulfashionweek.org), YouTube, and Naver TV, VLIVE, and TikTok from October 7.

    Hwang Bo-yeon, Deputy Mayor for Seoul Economic Policy at the Seoul Metropolitan Government, said, “We present the 2022 S/S Seoul Fashion Week as a digital fashion show event and promote Seoul’s tradition and culture as well as the city’s fashion to the world and also to support the revitalization of the fashion industry even in the midst of COVID-19 pandemic.” He added, “Through the Seoul Fashion Week, Seoul will do its best to raise the status of K-fashion, revitalize the domestic fashion industry, and increase Seoul’s competitiveness.”