Seoul city style

The newly re­named Hera Seoul Fash­ion Week fea­tured some 66 fash­ion brands with looks rang­ing from stream­lined sil­hou­ettes to eclec­tic styles.

The Star Malaysia - Star2 - - STYLE - By OH ING YEEN star2@ thes­tar. com. my

PRE­VI­OUSLY known as Seoul Fash­ion Week ( SFW), it has now been re­branded as Hera Seoul Fash­ion Week.

For the first time in its 15- year his­tory, the SFW re­named it­self with an of­fi­cial spon­sor­ship agree­ment with HERAA­more Pa­cific.

Ac­cord­ing to the or­gan­iser, more in­ter­na­tional buy­ers and me­dia mem­bers were in­vited this sea­son.

The Seoul De­sign Foun­da­tion of­fi­cial was quoted say­ing among the in­vited were “se­nior buy­ers from glob­ally lead­ing depart­ment stores like Saks Fifth Av­enue, Bon Marche, Ga­leries Lafayette, and Bergdorf Good­man.”

The ab­sence of vet­eran Korean de­signer Lie Sang Bong, who is known as the “Korean Alexan­der McQueen”, was much talked about. He did show­case his Spring/ Sum­mer 2016 col­lec­tion, which also marked his 30th an­niver­sary in the in­dus­try, at the same time as the Seoul Fash­ion Week tough, al­beit at a dif­fer­ent lo­ca­tion.

A to­tal of 66 fash­ion brands ( 40 for Seoul Col­lec­tion, 20 for Gen­er­a­tion Next, and six busi­ness shows) were show­cased at SFW.

De­sign­ers are well aware about the pop­u­lar­ity of the Korean wave ( Hal­lyu). Kaal E. Suk­tae de­signer Lee Suk Tae fea­tured han­gul on laser- cut neo­prene clothes while the Baemin x Kye col­lec­tion has a more colour­ful dis­play of han­gul on the de­signs that would surely turn heads.

The menswear col­lec­tions are al­ways some­thing to look out for as Korean de­sign­ers are able to con­coct fash­ion­able, stylish yet mostly wear­able and not over the top de­signs for men.

Fash­ion de­sign­ers Jin Te Ok and Pak Hang Chi, both re­spected veter­ans in the in­dus­try, were se­lected as hon­orary de­sign­ers.

The changes this sea­son shows SFW’s hopes and de­ter­mi­na­tion to gear to­wards the “big four” in­ter­na­tional fash­ion weeks namely Paris, Mi­lan, New York and Lon­don but whether they will make it and how long, only time will tell.

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