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