manager_1 Seoul Fashion Week and the British Fashion Council (BFC), a partnership that brought top Korean designers onto the London Fashion Week (LFW) stage, aimed at revitalising the image and reputation of Korean fashion, joined forces.
This partnership is part BFC’s mission of promoting programmes that support the nurturing of emerging designers. The collaboration also saw labels receive support from Seoul to allow them to participate in the Seoul Fashion Week and London Fashion Week events.
Bmuet(te), a ready-to-wear label, and LIE, a top Seoul design house, presented digital runways at the LFW shows. They each shared their unique take on fashion through the use of fashion.
Jina Um and Byungmun Seo, the designers behind Bmuet(te), drew inspiration from both major cities for their SS22 collection. They incorporated looks that were inspired by the punk movement with a luxurious twist. The collection was dominated by androgynous styles, large-legged dresses, and structural designs. It reflects the UK’s punk scene.
Lee Chung-chung was the creative director of LIE. His goal was to take viewers away from the pain of the pandemic, and to show them the ‘Belle Epoque of Seoul. The designer thought that feminine tailoring and dynamic cuts would capture the French era. This was to reflect the confidence of beautiful ladies.
“The exchange with London Fashion Week this year is an opportunity for our designer who grew up Seoul to step onto the international stage, notify Seoul’s competitiveness and have their potentials evaluated,” a Seoul representative stated in a release.
They said: “We promote exchanges not only with London Fashion Week but also Paris Fashion Week and Milan Fashion Week. Through the upcoming SS22 Seoul Fashion Week, we will do everything possible to improve the K-fashion brand, revitalize the local fashion industry, as well as boost the city’s competitiveness.”
Seoul Fashion Week SS22 will be a digital production. Presentations will take place at historic tourist attractions and palaces throughout the city, including Gyeongbokgung. Kai, a K-pop singer, has been chosen as the event’s ambassador. He is also featured in several related campaigns.
The Korean event, like LFW, will make use of TikTok for the first time. It will be used to create a variety of content, including behind-the scenes videos. TikTok presented a roundup of emerging designers at LFW alongside digital workshops and panel discussions. The platform’s participation allows for access to one billion users worldwide, which expands the reach of an event.
