Seoul Fashion Week to Strengthen its Business Efficiency and Exhibition Experience by Hosting All Fashion Shows and Order Activities at DDP
2026 F/W Seoul Fashion Week to be held at DDP from February 3 to 8, with all fifteen fashion shows and nine presentation events taking place at DDP.
The Trade Show, which has broken records every year, will bring together approximately 100 fashion brands. The participant brands will be matched one-on-one with 100 buyers from 20 countries.
Seoul Fashion Forum will be hosted with around 300 seats, focusing on “The Next Chapter of K-Fashion: Deep Dive & Inspiring.”
In order to secure general popularity and industry value of K-Fashion, Seoul Fashion Week will be livestreamed both online and on-site, and will be promoted through TV programs.
The SMG said, “We will further advance Seoul Fashion Week as a business platform… We will continue to support designers and buyers.”
SEOUL, SOUTH KOREA, January 21, 2026 – Seoul Fashion Week, a global fashion business platform, will enhance its business efficiency and viewing experience this year by holding the entire event at DDP in a one-site format.
This year’s major changes are twofold: the operation structure will be reorganized to help industry insiders and buyers better focus on collections and business programs; and fashion shows and business programs will be held back-to-back, providing a seamless experience. These changes aim to encourage buyers and media to stay longer at the event, thereby expanding opportunities for contacts and promoting designers’ collections.
<2026 F/W Seoul Fashion Week from February 3 to 8 at DDP in One-Site Format>
The Seoul Metropolitan Government announced that the 2026 F/W Seoul Fashion Week (SFW) is to take place from February 3 (Tue) to 8 (Sun) at Dongdaemun Design Plaza (DDP).
What is distinct this season is that major programs, including fashion shows, presentations, trade shows, and a fashion forum, will all be held in one place, at DDP. This will enhance connectivity between programs and improve the viewing experience by reducing travel between venues, compared to previous events where programs were held in multiple locations throughout the city.
<A Balanced Lineup Including Emerging, Established, and Senior Designers and Twenty-four Brand Collections>
In addition to the operational changes, this season’s lineup has been curated in a balanced manner. Featuring designers at all career stages, from up-and-coming to veteran, a total of 24 brands will participate, presenting 15 fashion shows and 9 presentations. On the opening day, February 3, the kick-off show will be led by MÜNN, a menswear label.
Han Hyun-min, CEO of MÜNN and the winner of the International Woolmark Prize Asia, will present a collection that clearly embodies his brand’s philosophy of defamiliarization. In this collection, he will showcase new patterns combining horizontal yoke seams with classic military garments and a draping technique that resembles wrapping objects in paper.
The remaining 14 brands will showcase their next-season collections on the large runway at Art Hall 1, DDP. LIE, a women’s lifestyle brand led by designer Lee Chung Chung, will present a collection in which the area of high-end athleisure wear is expanded to include ski mountaineering. Using recycling and upcycling crafts, designer Lee’s collection will embody its brand value of sustainability from start to finish.
Nine presentations will be held at different venues, including Art Hall 2 at DDP, Igansumun Exhibition Hall, and individual showrooms. Buyers (B2B) and general audiences (B2C) will be able to get a comprehensive view of each brand’s concept and product lineup. Some brands will host their presentations at individual showrooms located in major fashion hubs such as Cheongdam and Bukchon to deliver a more vivid experience and reinforce brand identity.
YUGADANG, one of the nine fashion brands hosting a presentation, will stage a performance with the concept of “K-Fashion Demon Hunters.”
The performance draws inspiration from Imugi, Haetae, and Dokkaebi, which are figures from Korean mythology and folklore, and will feature Gugak (Korean traditional music). The performance, embodying Korean heritage, will offer an immersive experience.
Art Hall 1 at DDP is equipped with a runway with approximately 750 seats and 10 large LED panels. When video, lighting, and special effects tailored to each brand’s concept are added, the place will deliver the quality of collections in the best dynamic and immersive way.
Art Hall 2 is designed as a clean, white space, providing an ideal environment to present the collection’s materials and details.
In addition, some brands, including AMOMENTO and other fashionable ones, will host presentations in individual showrooms located in major fashion hub areas, such as Cheongdam and Bukchon.
<Strategic Program Schedules to Reduce Travel Between Sites, Strengthened Connectivity with Collections, Presentations, and Showrooms>
Particularly in this season, program schedules were strategically arranged for maximum operational effectiveness. Two to three shows per day will be conducted at an interval of three hours, ensuring entrance, stage changes, and repreparation works to be completed smoothly. Visitor flow was carefully designed so that during empty times between shows, visitors can naturally go around presentation events and other showrooms. This aims to provide undisrupted experiences for professionals and buyers to enjoy collections and brands. Additionally, immersive environments tailored to each fashion brand will be created through a stage presentation, minimizing differences in sightlines between seats, and a synchronization system among video, lighting, and special effects.
<Trade Show to Invite 100 Buyers from 20 Countries, Expected to Produce Tangible Results>
The Trade Show, a business program portion of the SFW, will take place from February 5 (Thu) to 7 (Sat) at the DDP Design Lab, as well as in major fashion districts such as Seongsu and Hannam. Around 100 brands will participate and have one-on-one consultations with 100 buyers from 20 countries. To enhance contract outcomes, buyers’ interested categories and price ranges will be surveyed before the event.
DDP Design Lab (floors 1 to 4) will operate brands’ individual booths and three multi-showrooms, which include a group booth for the Seoul Fashion Hub run by the SMG.
92 fashion brands in total, mainly apparel and accessories brands that have popularity among overseas buyers, will participate. Moreover, showroom tours will be held in areas including Seongsu, Hannam, and Gangnam, featuring brands that are gaining attention among the MZ generation and global markets.
In Seongsu, Hannam, and Gangnam areas, seven brands will be included in the showroom tour program, including BLUE ELEPHANT, JIYONG KIM, and OJOS, to provide opportunities to feel brand identities closely.
The SFW Trade Show has continued to break previous records each season. In the 2026 S/S season, the trade show achieved order consultation results totaling USD 7.45 million (approximately KRW 10.4 billion).
This season, major global buyers are going to attend Seoul Fashion Week, such as Harvey Nichols, a luxury department store chain, Urban Outfitters, one of the major fashion concept stores in North America and Europe, and Club21 Singapore, the largest fashion concept store in Southeast Asia.
- Order Consultation Results: USD 6.13 million (KRW 8.6 billion) in 2025 S/S. USD 6.71 million (KRW 9.4 billion) in 2025 F/W. USD 7.45 million (KRW 10.4 billion) in 2026 S/S.
- Buyer Distribution: 30% from North America and Europe, 40% from China, and 30% from Asia, the Middle East, and Oceania.
<Seoul Fashion Forum, Livestreaming, Citizen-Participation to Expand the Industry Discourse. New Public Sessions are Added>
Following its first edition last year, the 2026 Seoul Fashion Forum will be held on February 3 (Tue) at Art Hall 2, DDP. The forum, titled “The Next Chapter of K-fashion: Deep Dive & Inspiring”, will be attended by 300 participants, who are fashion industry professionals and insiders, as well as media representatives from Korea and abroad. Some sessions will be open to the public to share discussions with citizens.
Jorn Zempel, Managing Director (President) of LOEWE Korea, will share his insight on the global fashion industry trend and K-Fashion’s leap and opportunity. In the following industry sessions, Lee Ji-eun, Executive Director of W CONCEPT Korea, and Ran Almog, Managing Director of Global-e in Japan and Korea, will serve as speakers to discuss K-Fashion’s international expansion strategy and other practical matters.
To note, this year’s fashion forum added new public sessions, where any citizens interested in fashion can attend through pre-registration. Seok Jeong-hye, CEO of Vunque, will present on the cultural influences and growth of K-Fashion. Jun Do-hoon, Creative Director of Andersson Bell, and Jeon In-yong, CTO of Clover Virtual Fashion, among others, will participate in panel discussions on several topics, including AI in the fashion industry, content creation, and brand expansion.
Pre-registration is available through the Seoul Fashion Forum website until January 29 (Thu). On-site registration is also available on the day of the event. (https://docs.google.com/forms/d/e/1FAIpQLSfoUkvhx5bRzZE9Yq7xqkrCRqyqHz8grjGyWDkUo19WVWNuKQ/viewform)
Major fashion shows during the SFW will be broadcast live both online and on-site for the public and relevant professionals who cannot watch the show in person. Runway scenes will be livestreamed on large LED screens installed at the DDP Eoulim Square. Via the official Seoul Fashion Week YouTube channel(www.youtube.com/@seoulfashionweekofficial807), domestic and international audiences can enjoy fashion shows in real time.
Through this live streaming measure, industry professionals and citizens who cannot attend SFW in person can still experience the event’s key moments in real time. Furthermore, collaborations with TV programs and online content are expected to broaden engagement with the general public and promote the value of the K-Fashion industry.
In the meantime, an invitation event to fashion shows will be held for the general public. Applications can be made via SFW’s official Instagram account from January 13 to 25. Winners selected by lottery will receive two tickets per person.
Deputy Mayor of the Economic Office of the SMG said, “This Seoul Fashion Week focused on enhancing the viewing experience and the efficiency of business programs through its one-site format at DDP. We will continue to support Seoul Fashion Week, allowing designers, buyers, and industry professionals to leverage it as a globally competitive fashion business platform.”
Dates: 3 - 8 February 2026
Venue: Dongdaemun Design Plaza (DDP), Seoul.
OFFICIAL WEBSITE: https://www.seoulfashionweek.org
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