NewJeans and more celebrities present at Seoul Fashion Week

K-Pop stars, celebrities, influencers, fashion and art enthusiasts descended to Dongdaemun Design Plaza for South Korea’s largest fashion event, the biannual Seoul Fashion Week. The event coincides with the international art fair Frieze Seoul, public art initiative Seoul Light, and the trade event Seoul Beauty Week.

Making appearances on the SFW SS24 blue carpet are event global ambassadors NewJeans, Seohyun of Girls' Generation, actress Han Ye-seul, Taiwanese actor Darren Wang, model Hye Jung Lee, members of Momoland, and girl band Kiss of Life.

Among brands that showcased their spring 2024 collection are BLUDIBLU, D-Antidote, Ul:kin, Seokwoon Yoon, Holy Number 7 and BLR. Over-the-top glitter and sequin garments, subtle pops of shimmer, sweeping shorts, puffy oversize silhouettes, tailored hemlines, cascading ruffles, and an array of pastel colors ruled the runway. The focus on highly-functional, gorp-core-sque materials and silhouettes were also evident in the SFW roster of collections.

“If you’re asking which market to watch because of its potential, it would be Korea,” Joel Adebayo, a buyer for the London multibrand store Not Just Another Store, told WWD.

“Brands like People of the World really understand the blur between street, athleisure and also traditional Korean fashion, while still being respectful of its collaboration with Reebok. And there is also more [of] a more blended attitude in other ways, such as gender fluidity. I want to start investing in Korean brands and not just stocking them,” Adebayo added.