Fashion weeks in mid-sized markets are being judged less by runway coverage and more by the business and retail infrastructure built around them. This report highlights Seoul's two-venue format and its expanded buyer program to show how a city-run fashion week is being rebuilt as an export channel for domestic brands.
Seoul Fashion Week 2027 S/S Adds a Second Venue
Seoul Fashion Week expanded across two landmarks for the first time, keeping designer collections and buyer meetings at DDP while adding contemporary runways and K-pop programming in Jamsil
Key Issues
Two venues, two roles: The event ran from September 1 to 6 with 31 participating brands. DDP hosted 17 designer runways, while Lotte World Tower hosted contemporary-brand runways, including the first outdoor runway in Seoul Fashion Week’s history.
Opening collection: RE RHEE opened the week at DDP with its ‘Life Archive’ collection. The brand has participated in Paris Fashion Week for three consecutive years.
Anniversary collection: KIMHĒKIM, led by Kim In-tae, marked its tenth anniversary with 'SEOUL LIGHT’, its first fashion-week runway in Korea.
Runway linked to checkout: At the Jamsil contemporary runway, visitors could scan QR codes to view and purchase runway items through Lotte Department Store's online mall.
Buyer meetings: About 100 Korean brands met buyers from major global retailers, including Printemps and Samaritaine, at the September 2–4 trade show.
Two-Way Showroom Exchange: Global buyers visited brand showrooms across Seoul, while a separate Berlin Showroom introduced 12 Berlin-based labels in Seongsu.
Public programming: NCT’s tenth-anniversary program included a runway and a flea market selling about 3,000 garments, with all proceeds donated to causes supporting women, youth and culture. The program also included an adidas Stan Smith pop-up.
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