Due to unprecedented times with COVID-19, the 2020 fall-winter Seoul Fashion Week that was scheduled to take place in the beginning of the year was cancelled. However, in September, it was announced that Seoul Fashion Week Spring-Summer 2021 would occur virtually from October 20th till the 25th. Seoul Fashion Week first launched in 2000 under a different name, Seoul Collection, before making the official transition to Seoul Fashion Week. The 2021 S/S Seoul Fashion Week is the 40th fashion week in South Korea.

Within a week, 45 designers from South Korea have showcased their collections for the approaching spring and summer seasons, 10 of them being up-and-coming designers. Since the shows were livestreamed, designers had the opportunity to use different locations within Seoul to their advantage, when previous shows were typically held in the infamous Dongdaemun Design Plaza.

The recent Seoul Fashion Week was regarded as the first to branch out internationally as viewers from across the globe could tune into the multiple shows broadcasted online. Another accomplishment was the event’s “See Now Buy Now” feature, a live show that aired on Naver during fashion week to allow viewers to purchase products showcased on the runway. Shoppers from overseas could also access this live shopping show on WeChat’s shopping platform. Since WeChat is one of the most popular applications in China, this would be a great opportunity for South Korean fashion items to reach a wider audience in Asia and appeal to Chinese consumers.

On the business side of fashion week, five major fashion companies such as Samsung C&T Fashion and Shinsegae International, have prioritized more efforts into expanding their online presence, such as growing their online-only brands. With the offline market for fashion being heavily prioritized, major corporations can benefit from famous designers showcasing their work online as Seoul Fashion Week has been notorious for introducing new and unique trends.

As online shopping malls continue to grow more and more in South Korea, Seoul Fashion Week can spotlight and globalize Korean fashion trends through online platforms. This can contribute positively to the likes of Samsung C&T Fashion, LF, Kolon FnC, Handsome, and Shinsegae International.

People who have missed out on the latest fashion shows from S/S 2021 or those who wish to relive the experience can still watch the highlights from renowned designers such as Han Chul Lee, Lee Minjae, Han Hyun Min and more on the Seoul Fashion Week website.

Julie Kim

Asia Journal

(Los Angeles Times Advertising Supplement)