Milan Loves Seoul 2024: The Fashion that Unites Two Worlds

In the heart of South Korea’s capital, Seoul, one of the most exciting celebrations of contemporary fashion took place: Milan Loves Seoul: ITALIAN FASHION IS SERVED. This project created a bridge between Italy and South Korea, bringing together emerging designers and major fashion personalities in an unprecedented cultural exchange. This year’s edition celebrated 140 years of diplomatic relations between the two countries, enriching every moment of the event.

The event kicked off on September 5th at High Street Italia, one of Seoul’s trendiest districts. Over the course of the event, 13 emerging Italian designers showcased their collections, blending Made in Italy with urban innovation and sustainability. Some opted for contemporary streetwear styles, while others embraced gender-neutral fashion, promoting inclusivity and gender fluidity.

Each day, visitors had the opportunity to explore exhibitions, masterclasses, and talks focused on fashion and culture. Topics such as trends from Seoul Fashion Week and the fusion of fashion with luxury beverages enriched the program. Among the most anticipated events were the performance by soprano Kim Tae-rin and the fashion show on September 7th, where six Italian designers collaborated with Korean talents for a breathtaking runway show, followed by an exclusive party.

A Breakdown of Activities

The event spanned multiple levels at High Street Italia: the third floor hosted stands from the 13 Italian designers, while the fourth floor was dedicated to masterclasses and talks with the support of sponsors. The fifth-floor terrace offered the Gelato Eleganza: ITALIAN FASHION IS SERVED experience, supported by Vividotta, along with playful initiatives like the “PLAY&WIN” wheel of fortune, sponsored by event partners, and FEEL THE BEAUTY with Axisy. Participants could take souvenir photos with Italian-themed backdrops and enjoy creative spaces such as Life360’s photobooth.

Milan Loves Seoul: A Meeting Between Two Fashion Capitals

One cannot discuss Milan Loves Seoul without mentioning Milan Fashion Week, one of the most prestigious events in the global fashion world. The two cities, symbols of creativity and innovation, are connected by an exchange and collaboration that transcends geographical boundaries. Milan, with its sartorial tradition and central role in shaping global trends, has found an ideal partner in Seoul to expand its influence and share its creative heritage.

The event not only celebrated this connection but also strengthened the bond through the fusion of Italian craftsmanship with Korean innovation, demonstrating that fashion is a universal language that unites different cultures.

Smart Eventi: Bridging Fashion, Events, and International Partners

The success of Milan Loves Seoul was made possible thanks to the development and organization with Italian and Korean institutions such as the Italian Trade Agency (ITA), the Italian Embassy in Seoul, and Federmoda Milano. This collective effort created a unique platform to promote young Italian talents in a complex and dynamic market like Korea, facilitating a network of connections between professionals from both countries.

Through this event, fashion proved to be much more than a mere aesthetic expression: it became a tool for cultural dialogue and social change, capable of influencing styles, mindsets, and global communities. Milan Loves Seoul showcased how art and creativity can produce extraordinary results.

See You in February for the Milan Edition

The event will continue in Milan from February 21st to 24th, 2025, at Palazzo Bovara, with an edition that will showcase Korean designers. It will be another opportunity to celebrate the meeting of two worlds through fashion.

A special mention and thanks to the brands and institutions that made this project possible:

Italian Trade Agency

Ambasciata d’Italia a Seoul

Federazione Moda Italia

High Street Italia

EMA (Elite Model Agency)

Istituto Italiano di Cultura Coreana

Istituto Marangoni

10 Corso Como

KBLE Jungle

DVBZ Production

Life 360 photography

East Media

KOTRA (Korea Trade-Investment Promotion Agency)

Beauhemm

IK Entratainment

AXIS-Y

Tesori D’Oriente

Comeunity

Barilla

Portofino Dry Gin

Wine Brothers

Vividotta

Giusti

Il Mercato

Tartufi JIMMY

Gray Gristmill

KOIT

Smeraldina

Khol

Agrisicilia

Perle di Sole

Ctiil

Temi Temi