The futuristic fashion show Runway To Seoul debuted on Sept. 23 with an elegantly entertaining mix of k-media, fashion and AR/XR interactive experiences. Those who missed the Seoul debut need not worry. The event, hosted by WWD Korea and the Seoul Business Agency (SBA), is getting ready to go global. There are plans underway to expand performances to such international fashion meccas as New York, Paris and Milan, with the aim of bridging Korean culture and fashion globally.
“WWD Korea’s Runway to Seoul event is a spectacular fusion merging the very best of k-culture—where fashion, music, technology, and entertainment converge in perfect unison,” said Yuna Kim, publisher of WWD Korea. “Our vision is to showcase for the next generation a celebration of creativity and innovation. WWD Korea as a cultural ambassador is passionately dedicated to expanding Runway to Seoul, weaving the vibrant Korean artistry and culture, bridging fashion, music, technology, and entertainment, to the world stage.”
Actor Lee Sang-yun attended the Runway to Seoul event.
While the world is increasingly familiar with k-media in the form of film, TV dramas and music, Kim finds there’s not as much awareness of Korea’s innovative fashion design. So, it makes sense to use Korean pop music and popular actors to introduce the nation’s cutting edge designers to an international audience.
“Expanding awareness and appreciation of Korean fashion on a global scale could be beneficial for several reasons,” said Kim. “While Korean film, TV and pop music have gained significant international popularity, Korean fashion remains an underrated and underexposed aspect of Korean culture. Korean fashion is renowned for its diversity, innovation and I believe a powerful medium for cultural exchange. Korean fashion has quietly been an influencer of global trends as Korean fashion brands can be seen worn by k-pop idols, actors, actresses, and entertainers on the global stage.”
The event’s fashion shows featured models, celebrities and influencers, including popular Indian actress Anushka Sen. Featured designers included 8 by Yoox; L.e.e.y, Ordinarypeople, Nache, Niche2Night, Kowgi and Mina Chung. Yoox, the global fashion e-commerce platform, partnered with WWD KOREA and SBA on the show’s creative planning side, showcasing their private label. The 23-24 8 by Yoox collection has been described as a tribute to self expression in which the minimalism and iconic volumes of the ‘90s meet bold, funky Y2K aesthetics.
Designs by Kowgi offered futuristic visions at the Runway to Seoul event.
While clothes were the focus, the beautifully paced event also included performances by the k-pop group Kiss Of Life, DJ250, Korean hip-hop artist Kimximyada and dance performances by D’Auspice. D-Auspice is the brainchild of k-pop dancer/choreographer RyuD, who choreographs quite a few top k-pop concert tours. In partnership with creative studio GallerieX, RTS also presented AR/XR experiential fashion booths and interactive content.
The event was attended by several Korean singers, including Holland, Lee Seung-han, Lee Hwan-hee, Lee Dong-yeol, LOUDI and Sun-yeol, rappers Vapo and Swings, plus k-pop girl groups Cherry Bullet and Nature. Attending k-drama actors included Lee Sang-yun, who appeared in the series Pandora: Beneath The Paradise and One The Woman; Kim Min-kyu, last seen in The Heavenly Idol and Business Proposal, and Ji Il-joo, who appeared in Crash Course in Romance.
As a cultural ambassador WWD Korea is dedicated to expanding Runway to Seoul and thereby bringing Korean fashion, music, technology, and entertainment to the world stage. To create the event WWD Korea and SBA also partnered with the brands Hera, Juno Hair, Seven Broye, Dipe, Backslash and Mirrorloidt.
