1. Campaign
"Two Stages, One Runway" Seoul Becomes the Runway
The 2027 S/S Seoul Fashion Week campaign brings the season's "Expanded Stage" concept to life. Linking Dongdaemun Design Plaza (DDP) and Lotte World Tower in one continuous journey, the film shows Seoul Fashion Week moving beyond a single venue and extending into the city itself. International model Shin Hyun Ji leads the campaign, moving freely through Seoul's architecture and urban landscape beyond the conventions of a traditional runway. Her walk intersects with dancer Choi Ho Jong's dynamic movement, bringing two distinct movement languages-the runway walk and dance -together in a single visual sequence.
Wearing looks from designer brands participating in 2027 S/S Seoul Fashion Week, Shin travels between DDP and Lotte World Tower and embodies the season's expanded stage. Her career across leading collections and campaigns in Korea and internationally reinforces the campaign's global perspective.
Last season, Al media art introduced the idea of an "imagined leap." This season, that vision becomes physical as Seoul Fashion Week expands across real urban spaces. The journey from DDP to Lotte World Tower sets the direction for its next chapter.
2. Key Message
"The Expansion of SFW" Four Dimensions of Expansion
2027 S/S Seoul Fashion Week presents "Expansion" as the season's central message and brings it to life by extending the boundaries of the physical stage. The journey begins at DDP and continues to Lotte World Tower World Park, connecting brands, retail experiences, and audiences across the city. This season is defined by simultaneous expansion across four dimensions: venue, brand, retail, and audience.
Two Landmarks, One Journey
DDP and Lotte World Tower World Park-two of Seoul's most iconic landmarks-serve as the anchors of this season's Seoul Fashion Week. DDP, one of Seoul's leading architectural landmarks, and Jamsil's defining destination both become stages, turning the journey across the city into part of the fashion-week experience.
Expanding the Brand Spectrum
The runway program expands beyond its traditional focus on designer labels. New contemporary-brand runways will unfold at Lotte World Tower World Park, further diversifying the spectrum of fashion highlighted by Seoul Fashion Week. The lineup also includes KIMHEKIM, a Korean designer label with an established international presence. Its participation reflects Seoul Fashion Week's growing connection to the global fashion scene.
From Runway to Retail
The runway experience will extend directly into retail. Key looks presented on the Jamsil contemporary runway will be connected to Lotte Department Store's online mall through QR codes or links, allowing audiences to shop selected looks immediately. By shortening the distance between discovery and purchase, the initiative creates a more immediate fashion experience.
Closer to the Public
Expanding the stage ultimately means expanding the range of people who encounter it. Jamsil-home to destinations such as Lotte World and Lotte World Mall-is one of Seoul's busiest retail and leisure districts, naturally drawing domestic and international visitors as well as younger generations.
By establishing a new stage in Jamsil, Seoul Fashion Week reaches beyond its established fashion audience to people encountering the event in everyday life. From ticket holders arriving for the shows to passersby discovering an unexpected fashion moment, the expanded program opens Seoul Fashion Week to a much broader public.
3. Beyond the Runway
Fashion Week Moves into the City Public Experiences Beyond the Runway
This season, Seoul Fashion Week extends beyond the runway. Interactive public spaces across DDP and Lotte World Tower will invite visitors to experience fashion week beyond the shows.
SFW x K-Lifestyle Street at DDP
At DDP, the "SFW x K-Lifestyle Street" will unfold under the slogan, "Everything we wear, eat, and apply is fashion." A total of 18 brands will participate across three zones-K-wellness, K-food, and K-beauty-showing that fashion can be found not only in the act of dressing, but in everyday moments of eating, drinking, and caring for oneself. Each brand booth will offer programs that invite direct public participation, including beverage tastings, social-media promotions and photo challenges, and product experience zones, allowing visitors to discover and experience each brand firsthand.
Visitors can also visit "Hi DFN x 2027 S/S Seoul Fashion Week, a photo zone created in collaboration with fashion magazine Daily Fashion News. Open from September 1 to 5, the space will feature a variety of content capturing the vivid moments and voices of citizens attending the event.
Jamsil's Skyline Announces Fashion Week
At Lotte World Tower, the city skyline itself becomes a stage announcing Seoul Fashion Week.. From September 3 to 6, signage displaying "SEOUL FASHION WEEK" will appear on Lotte World Tower four times each day, bringing Seoul Fashion Week into the Jamsil skyline.
World Park will also host a pop-up booth by global sportswear brand adidas. Presented under the theme "Bold Expansion into the Unseen," the pop-up comprises three zones-Backdoor, Backstage, and Runway-taking visitors through the creative journey from backstage development to the runway.
At the venue, visitors will also have access to exclusive raffles through on-site QR codes and the CONFIRMED app for a variety of items, including a Stan Smith Custom Package customized by KIMHEKIM designer Kimintė Kimhēkim.
Fashion, Music, and Giving NCT 10th Anniversary Project
This season, Seoul Fashion Week will present special programs celebrating the 10th anniversary of NCT's debut. The "NCT FLEA MARKET" is open to everyone who loves fashion and K-pop. Conceived as more than a sales event, it brings charitable giving into the festival. All proceeds will be donated to causes supporting women, youth, and culture. The initiative extends the festival's social impact beyond fashion and culture.
An NCT costume exhibition will also be held at Lotte World Tower World Park. Running for three days from September 4 to 6, the exhibition traces NCT's ten-year creative journey through stage costumes, allowing visitors to explore the meeting of K-pop and fashion. The fundraising flea market and the retrospective costume exhibition will come together in one place, creating a variety of moments shaped by the meeting of K-pop and fashion for visitors to Jamsil.
From K-lifestyle on the streets of DDP to Seoul Fashion Week illuminating the Jamsil skyline, and moments of meaningful giving, 2027 S/S Seoul Fashion Week will welcome visitors throughout the city and demonstrate that fashion week is truly a major festival for everyone to enjoy together.
SFW'S PICK
Four Brands to Watch From Refined Minimalism to Reimagined Korean Heritage
2027 S/S Seoul Fashion Week brings together brands with distinctive creative identities. These four brands highlight the creative range of this season.
RE RHEE
Led by designers Junebok Rhee and Hyunjung Joo, RE RHEE creates refined womenswear balancing trend-conscious design with understated luxury-core values that reflect the brand name's meaning, "rediscovering oneself." Recognized internationally after presenting at Paris Fashion Week for three consecutive years from 2024 to 2026, RE RHEE will open Seoul Fashion Week for the first time this season, marking a new milestone in the brand's development.
KIMHĒKIM
KIMHĒKIM, led by designer Kimintë Kimhēkim, is known for ornate craftsmanship and inventive silhouettes. Since its Paris Fashion Week debut in 2019, the brand has expanded its global retail presence through leading online retailers and earned consistent recognition overseas. Having primarily worked on international stages, KIMHEKIM will open the runway at Lotte World Tower World Park this season and present its first fashion show in Korea. A retrospective runway drawn from the brand's ten-year archive will offer Korean audiences a meaningful opportunity to experience its journey to date.
RIU&VIU
Founded in 2019 by designer Yeji Kim, who double-majored in Korean traditional music and clothing and textiles, RIU&VIU has attracted particular attention overseas for designs that reinterpret traditional Korean elements through a contemporary sensibility. The brand is distinguished by original details that combine a clean contemporary mood with hanbok-inspired color combinations and silhouettes. It also drew attention for creating traditional flower shoes presented to actors Meryl Streep and Anne Hathaway at a press event for The Devil Wears Prada 2. RIU&VIU will participate in Seoul Fashion Week this season as part of the presentation program.
BMUET(TE)
Led by designers Byungmun Seo and Jina Um, BMUET(TE) is distinguished by its use of diverse materials to create layered interpretations within a single design. Building on a romantic mood characterized by frills and ribbons, the brand has expanded its recognition through a range of styling collaborations with influential artists including JENNIE of BLACKPINK, NAYEON of TWICE, JEON SOMI, IVE, and Hearts2Hearts. BMUET(TE) will participate in Seoul Fashion Week this season as part of the presentation program.
A New Runway Program in Jamsil
Lotte World Tower World Park will host a dedicated program of contemporary runways and a special curated Runway, introducing a new dimension to Seoul Fashion Week in Jamsil.
Contemporary Brands Take the Stage
On Saturday, September 5, World Park will host a full program of contemporary runways. At 3:00 p.m., Dunst will open the program with a standalone runway show.
Popular among consumers in their 20s and 30s, Dunst has built solid recognition among consumers in their 20s and 30s through major Korean fashion platforms including 29CM, W Concept, and MUSINSA. In 2023, the brand began its full-scale global expansion, building a business network with more than 100 buyers across approximately 30 countries and steadily increasing its presence overseas.
Later that evening, GENERAL IDEA, E.B.M, and MAHAGRID will come together for a joint runway show.
GENERAL IDEA
A modern casual brand that adds a contemporary sensibility to a classic mood, combining the designer's creative perspective with an SPA system to establish a distinctive market position and continue expanding internationally.
E.B.M
A premium contemporary brand that naturally translates luxury into everyday life through a trendy and polished urban sensibility.
MAHAGRID
A brand rooted in American subculture that has expanded the scope of street casual through a wide range of collaborations.
Together, the three brands will offer distinct perspectives on contemporary Korean fashion.
NCT's 10-Year Journey Closes Seoul Fashion Week
In addition to the brand runways, the Jamsil stage will present a special curated runway.
Created to celebrate the 10th anniversary of NCT's debut, the show will feature stage costumes from throughout the group's ten-year history, offering an in-depth reflection on NCT's journey through the language of fashion. The concepts and stories embodied in the costumes from each era will unfold as a single visual narrative connecting music and fashion.
This special show will take place as the final program on the last day of 2027 S/S Seoul Fashion Week. After six days of events moving between DDP and Jamsil, the show will bring the six-day program to an emotional close through NCT's ten-year creative journey.
From designer collections to the decade-long journey of a K-pop icon, the Jamsil program captures another dimension of this season's expanded experience.
2027 S/S Seoul Fashion Week Official Channels
• Seoul Fashion Week Official Website
https://www.seoulfashionweek.org
• Seoul Fashion Week Official YouTube
• Seoul Fashion Week Official Naver TV
https://tv.naver.com/sfwofficial
• Seoul Fashion Week Official Instagram.l
https://www.instagram.com/seoulfashionweek_official
• Seoul Fashion Week Official Facebook
https://www.facebook.com/official.seoulfashionweek
• Seoul Fashion Week Official Tik Tok
https://www.tiktok.com/@seoulfashionweek
REPORT: INSTYLEASIA
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