Seoul, South Korea – Seoul Fashion Week (SFW) 2025 Fall/Winter kicked off Wednesday at the Dongdaemun Design Plaza (DDP), celebrating its 25th anniversary with a renewed focus on solidifying K-fashion's position in the global market. The event, running through Sunday, showcases a diverse range of designer runways, presentations, a two-track trade show featuring exhibitions, showroom tours, collaborations with international brands, and public events.

A key highlight of this year's SFW is the inaugural Seoul Fashion Forum, a partnership with Women's Wear Daily (WWD). The forum features prominent speakers, including the CEOs of Lotte Department Store and Italian fashion house Kiton, offering insights into the global fashion landscape.

The opening day featured the F/W 2025 collections of Korean designers HANNAH SHIN and AJOBYAJO, setting the stage for a week of innovative designs. HANNAH SHIN's collection, inspired by Walter Benjamin's concept of constellations, presented a futuristic aesthetic using metallic and leather materials in mini dresses, jackets, skirt sets, and oversized fur coats. AJOBYAJO, known for its street style with a contemporary edge, explored its brand's evolution with a family-focused collection ranging from children's wear to adult styles, including multipocket puffer jackets, hooded sweatshirts, and layered pants and skirts.

"With the global enthusiasm for K-culture, K-fashion brands are now expanding beyond Korea, opening stores in Paris, Shanghai, and Japan," said Joo Yong-tae, Seoul government Deputy Mayor for Economy, at the forum's opening. "I believe that the remarkable growth has been driven not only by the relentless efforts and dedication of passionate designers but also by SFW, serving as a path for expansion." He emphasized the forum's role in understanding the global market and developing strategies for sustainable growth, hoping it would contribute to Seoul's emergence as a fashion capital.

The Seoul Fashion Forum's first session featured Antonio De Matteis, CEO of Kiton, in conversation with WWD Chief Commercial Officer James Fallon. De Matteis stressed the importance of product quality in appealing to global consumers, stating, "We always believe in quality... Each of us has different tastes but quality is quality." He also highlighted the importance of understanding consumer preferences. "We have the pleasure to know a lot about our consumers... and this relation is very important because you can hear from them (about) what they are looking for and what they need. You cannot stay where you are (to stay relevant). That is the most important part."

The second session featured Chung Joon-ho, CEO of Lotte Department Store, who discussed the luxury fashion business and the impact of K-culture. He highlighted the growth of the domestic fashion industry, particularly in the luxury sector, noting that "Four out of the world’s top 10 department stores are located in Korea." Chung outlined Lotte's ambition to reach 4 trillion won in revenue by 2027 and attributed the success of Korean departments to brand variety, high-end service, and engaging pop-up events. He emphasized the role of the MZ generation (Millennials and Gen Z) in strengthening K-content, stating, "The younger generations, particularly Gen Z and Generation Alpha, live in a highly globalized world while still maintaining a strong sense of pride in their Korean identity." He also emphasized the impact of social media in spreading Korean trends globally. Chung expressed his vision for Seoul as Asia's fashion hub and shared plans to transform the Young Plaza at Lotte's main branch into a K-content hub, offering a complete experience encompassing fashion, food, beauty, lifestyle, and entertainment.

SFW 2025 F/W will feature 27 shows, including 19 fashion shows and eight presentations from local designers like EENK, youser, and Duckdive. Approximately 103 global buyers from 25 countries, including representatives from major department stores like Samaritaine (France), Harvey Nichols (Kuwait), and Siam Piwat Group (Thailand), are expected to attend, connecting with Korean brands and further solidifying K-fashion's global presence.

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