This season Seoul Fashion Week was a blast! You can pretty tell that now I have time to sit down, relax, think about it and write down my thoughts. Here are the 7 brands that showed amazing concept and style during Seoul Fashion Week 20ss.
(The numbers are unrelated to preference)
The first brand is Youser by Creative director Lee Moo Yeol. Starting from the sense of highend streetwear, Youser showed the unlimited potential of its brand. After showing their London Woolmark prize, the brand showed true details by using strings and brand logo. Even single hoodie you can find a deditcated detail into it. This season was all about mixing Western mood into Korean Euljiro gang. Signiture look was the one with the super long fringe hat and fringe coat, which made a dramatic silhouette while walking. The LED lighting helped to make the futuristic mood too, thought it was matrix movie in 1970s.
Started from the brand's origin of upcycling art, Ulkin showed how brand can evolve more than just social brand. Ulkin became one of the cool seoul designer brand you should know now, as they mix the hype-futurism and sportism in their collections. Destructed fabrics were shown alot this season, as the entire concept was about diversity showing the generation of mix and match.
Sporty sunglasses were matched with patterned body suit, still with the upgraded mini bags (which were also upcycled gigs). The shoes were collaborated with Korean designer brand Modern Alchemist. They even showed a very special collaborated bag which is combined with sneakers. If you love Alexander Wang and Marine serre you would probably also love how this brand is showing their collections.
Created by the CD Hyun Min Han, Munn is a brand that shows creativity through mixing unrelated fabric and patterns. This season the house followed the Menswear show they did at London Fashion Week 20ss. To further out the concept, they did a womenswear show in DDP, Seoul. Every items were creative enough to catch an eye of a buyer, suggesting a new way of wearing Korean Traditional clothing called Hanbok. The bags were collaborated with British brand Mulberry.
4. Dew e Dew e
As known for their romanticism with ruffles and chiffon with feminin touch, Dew e Dew e search for genderless looks while studying back to 1920s. Flapper style comes up with wide collars while tailored pants representing workwear of the times. It was true mix between gender, a new style wave for the brand itself too.
5. Graphiste Man G
It was tough thing for a designer to talk about gender free, genderless theme. Yes it was, untill ManG completely made its own vision of the Seoul Fashion Week. The entire show was like a musical itself, showing the Drag queen artist Nana Youngrong kim as their main muse. Madonna's song Hung up echoed along while the Drag queen artist NaNa danced strongly through the runway. The most unforgettable moment was finale part as models walked down connected by a single neck chain. After they all stopped infront of the camera, the neck chain was gone, showing that the rules and streotypes that were controlling them are now gone. Sending the message of Everyone can be Drag queens.
There is always something admirable in MoonJ collection. Especially this season was all about vacation dream. Wide hats with beige tones were the main key. Some pocket details were shown this season too. First time seeing some patterns on the fabric, MoonJ was true to it's originality while experimenting new concepts.
7. Lang N Lu
By the most beloved brand from K-pop artists, Land N Lu invited us into their secret British garden. Different mood of floral pattern showed with various fabric like organza, chiffon, satin and velvet. Ruffles are the main key for this season, as it shows the romantic mood of garden party. Lately our beloved kpop star Hyun-ah wore the collection piece in her music video "Flower Shower"