SEOUL SUPPLEMENT: The South Korean fashion scene is heating up – in Paris.
Trade show Tranoï and the Seoul Metropolitan Government have revealed that a second edition of the Seoul Fashion Week showcase will be held during the upcoming Paris Fashion Week as part of an expanded cooperation agreement signed last March.
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Strengthening its partnership with Seoul Fashion Week is “a sign of Tranoi’s aim to be the creative hub of fashion week, where [visitors] come to discover new brands, international trends”, said the managing director of Tranoi, Boris Provost.
Beyond the Paris edition in October, this signals Tranoi’s desire to consolidate its position in Paris during 2023 before resuming development of editions elsewhere from 2024, particularly in Asia, the trade show executive continued. A Shanghai edition, in partnership with Ontimeshow, had been launched in 2019 but was curtailed by the COVID-19 outbreak.
As part of this renewed push, the Korean fashion expo will expand its teams focused on international development in an effort to “develop representative fashion brands of [South] The Korea that everyone would recognize,” Hyejeong Cho, director of the Seoul Metropolitan Government’s beauty fashion industry division, told WWD in an email.
“The ultimate goal is to strengthen Seoul Fashion Week’s position as the leading Asian fashion week and one of the top five global fashion weeks with continuous global networking and PR activities,” Cho continued, adding that Paris remained “the place of dreams.” to all of you who work in the fashion industry.”
SMG also signed deals with other cities, including London, Milan and Wuhan, China.
This is also a reflection of the changing face of South Korean fashion, driven by street fashion brands that have picked up the pace in a domestic fashion industry previously dominated by large corporations, Cho continued.
“These street brands rapidly grew in just seven years into fashion mega brands with sales figures of 100 billion Korean dollars. [or $72 million]compared to the 19 years it took Korean fashion brand Kuho to reach its current mega status,” explained Cho.
Participating in the spring 2023 edition of Tranoï, the first under the creative direction of Christelle Kocher, are Mmam, Lie, Sungju, Jeong Hee Jin, Seokwoon Yoon, Kumann Yoo Hye Jin, Tibaeg, Doucan and the upcycling brand Ulkin, which Cho described it. as a still new approach to the Korean fashion scene, but “a dark horse that is gaining attention thanks to its huge public and commercial success.”
A three-brand fashion show featuring Lie, Kumann Yoo Hye Jin and Ulkin is also scheduled at 6pm on October 1 at Tranoï’s Palais Brogniart location.
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