Milan Loves Seoul: Explosive Debut at Milan Fashion Week 2024

“Milan Loves Seoul”: The Power of the Korean Wave

The initiative is part of a burgeoning interest in South Korea, driven by the impact of the so-called Korean Wave. This rapidly growing phenomenon is evident through the widespread diffusion of K-Pop, characterized by its ‘idols‘ and unique aesthetics, the rising popularity of K-Dramas, and the far-reaching influence of other Korean cultural elements. The beauty industry has not been spared, with Korean cosmetic brands and their comprehensive skincare routines gaining global traction.”

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Fashion could only be the synthesis of excellence for this powerful fascination, and this is where the project of Basagni and Di Simone comes into play.

Through “Milan Loves Seoul,” which serves as a bridge between countries and cultures, the organizers aim to promote the city of Seoul as a potential new capital for a fifth fashion week, alongside Milan, Paris, New York, and London, with a focus on innovation, sustainability, and creative avant-garde.

Marcella Di Simone: Co-founder of the ‘Milan Loves Seoul’ project

Exhibitions and masterclasses at “Casa degli Artisti” in Milan

The awaited launch of the project is set to take place at Casa degli Artisti in Milan, from February 23 to 26. The event will showcase a comprehensive lineup of masterclasses, debates, and exhibitions centered on the theme.

On February 24 and 25, from 10:00 am to 7:00 pm, public events will be held, providing attendees with an exclusive opportunity to preview the garments and accessories created by twelve handpicked Korean designers and explore their distinct styles.”

“Istituto Marangoni Retrospective: Tradition and Innovation

As an educational partner, Istituto Marangoni will also host a retrospective in collaboration with KOTRA (Korean Trade-Investment Promotion Agency), scheduled for February 24 and 25. During the event, garments created by some alumni with Korean fabrics, from 2019 to 2022, will be showcased.

The exhibited creations represent a captivating fusion of tradition and innovation, blending classic fabrics with surprising details, crafted using advanced technologies and a completely fresh perspective.

Ylenia Basagni, una delle due fondatrici del progetto “Milan Love Seoul”

Selections by the Jury and the Brand Partne

A noteworthy moment will be the selection of the designer who best embodies the core criteria of sustainability, innovation, and Korean culture representation, while appealing to the Italian market. The decision will rest in the hands of a committee comprising the project’s two founders and esteemed figures from the fashion industry.

The winner will be granted free participation in the second edition of “Milan Loves Seoul.” Meanwhile, the prestigious brand partner, “10 Corso Como,” will extend an opportunity for one designer to exhibit and sell their creations in the brand’s commercial spaces.

Is everyone ready to discover the new talents of Seoul

“Milan Loves Seoul” is an example of crucial connections and new possibilities born from an original intuition, a passion for a country full of potential, and the ability to identify talent. We are talking about a project that could significantly influence both Milan Fashion Week and the international fashion scene.

All that’s left is to await the countdown. Is everyone ready for this new beginning? Smart Eventi has already revved up the engines!

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