SEOUL FASHION WEEK 2024
It was Cuteness Incorporated in Seoul.

by Jacqueline A. O'Neill · July 4, 2024

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K-Pop was Queen, as Grunge, Glam, Punk and Goth battled for the Coveted Street Style Crown.

At 곽현주 KWAK HYUN JOO COLLECTION
Image Credit Seoul Fashion Week and Vogue

Seoul Fashion Week, an eagerly ogled bright star on the Asian fashion horizon, yet again shone with all the playful aesthetics and characteristic focus on youthful design we’ve come to expect from this emerging powerhouse of forward-thinking fashion.

The symbiotic energy between Korean fashion and their inimitable K-pop artists has become a global phenomenon. Typically a mix of grunge and glam styles, we spotted iconic personalised looks with a nod to the 1980s, 1990s and 2000s in the collections: low-slung cargo pants, halter-neck tops, baby tees, platform shoes, flashy accessories… with the emphasis squarely on edgy cuteness!

As a total antithesis to the liquorice-hued, goth-inspired pieces, cupcake-shades of pastels were seen in many collections. Streetwear and loungewear featured all over, as did easy layering.

Classics – albeit Seoul-style, also had fabulous moments on the runway – we saw clean lines, bold colours and quirky takes on perennial favourites like trench coats, varsity jackets and corduroy trousers. Glossy black leather was the undisputed star of the show – on the streets as well as on the runways.

Quirky knits were most certainly a thing too and were sported in the boldest of colours. As was sumptuous faux fur, the ultimate fun accessory in the South Korean fashionista’s arsenal.

Think Park Chan-wook’s The Handmaiden (2016) and Kim Jee-Woon’s A Bittersweet Life (2005) as you sit back, relax and relish the best of Seoul Fashion Week.

Let’s kick off with a taste of what was seen on the streets…

Image Credit Vogue, as photographed by Young Chul Kim.

STREETSTYLE

Image Credit Vogue, as photographed by Young Chul Kim.

Image Credit Vogue, as photographed by Young Chul Kim.

Image Credit Vogue, as photographed by Young Chul Kim.

Image Credit Vogue, as photographed by Young Chul Kim.

THE DESIGNERS

장선우 SUNWOO

www.sunwooworld.com

Watch SUN WOO’s show here:

Central St Martin’s alumni Sun Woo Chang’s otherworldly tent-like creations in their signature primary colours were joyously avant-garde. Experimental, minimalist, unconventional and theatrical, these are works of art that invite the wearer to interact in the story-telling.

At 장선우 SUNWOO

At 장선우 SUNWOO

At 장선우 SUNWOO

At 장선우 SUNWOO

At 장선우 SUNWOO

이준복 RE RHEE

www.rerhee.com

With laid-back elegance and trendy appeal, this designer from Central St Martins who has won numerous global accolades over the years, wowed yet again. The shiny belted leather trench coat and strappy leather maxi dresses were exceptionally covetable.

Watch RE RHEE’s show here:

At 이준복 RE RHEE

At 이준복 RE RHEE

At 이준복 RE RHEE

At 이준복 RE RHEE

박소영 JULYCOLUMN

www.julycolumn.com

This collection of handcrafted gems – from delicious knits to beautifully constructed tailoring – comes from the stables of a brand that is painstakingly aware of the environment. They use deadstock materials and go to every length to minimise waste -– the result is nothing short of impressive: when you invest in Julycolumn you buy timeless keepsakes and heirloom elegance with a conscience.

At 박소영 JULYCOLUMN

At 박소영 JULYCOLUMN

At 박소영 JULYCOLUMN

At 박소영 JULYCOLUMN

이영은 FROM WHERE

www.fromwhere.co.kr

Watch FROM WHERE’s show here:

“Everywhere with you From Where” is this brand’s motto. A ‘borderless’ brand, they embrace differentness of nationality and culture and positively blend these quirks into their ‘everyday’ clothing. We adore the clean lines and simplicity of the pieces!

At 이영은 FROM WHERE

At 이영은 FROM WHERE

At 이영은 FROM WHERE

박춘무 PCM SQUARE

www.pcmsq.com

This well-established brand sells art and fashion in equal measure. A vibrant blend of fashion and visual arts, each avant-garde piece is a well-thought out creation that considers design and pattern as much as cloth and finishing. We love the subtlety of the cropped bubble coat with its oversized graphic ‘pixels’.

At 박춘무 PCM SQUARE

At 박춘무 PCM SQUARE

At 박춘무 PCM SQUARE

At 박춘무 PCM SQUARE

최충훈 DOUCAN

www.doucan.net

Watch DOUCAN’s show here:

Fantasy graphic surface design patterns are used to create unique ensembles. Faux fur and leather are effortlessly combined into garments that are dreamy, vibrant and fresh.

At 최충훈 DOUCAN

At 최충훈 DOUCAN

At 최충훈 DOUCAN

At 최충훈 DOUCAN

박윤희 GREEDILOUS

www.greedilous.com

A symphony of pattern and print, graphics and plaid, tartan and denim… with silhouettes that vary from body-hugging sheath dresses to voluminous skirt and bomber jacket ensembles, this brand is the ultimate in cutting-edge and forward-thinking creativity.

Watch the GREEDILOUS show here:

At 박윤희 GREEDILOUS

At 박윤희 GREEDILOUS

At 박윤희 GREEDILOUS

At 박윤희 GREEDILOUS

최경호/송현희 HOLY NUMBER 7

www.holynumber7.com

Raw-edged, multi-pocket camouflage cargo pants and edgy leather bomber jackets rubbed shoulders with slashed skirts, cut-out tees and graphic prints. Underwear is outerwear and plenty glowing skin is on display.

At 최경호/송현희 HOLY NUMBER 7

At 최경호/송현희 HOLY NUMBER 7

At 최경호/송현희 HOLY NUMBER 7

At 최경호/송현희 HOLY NUMBER 7

곽현주 KWAK HYUAN JOO COLLECTION

www.kwakhyunjoo.co.kr

Victorian Gothic meets contemporary avant-garde chic in this exquisite collection varying in colour from red and black to clotted cream. Fabulous lace work is effortlessly mixed with deconstructed, distressed denim, stripes, plaid and tulle. Designer Kwak said, the collection is a “futuristic yet enchanting girlish romantic look.” We absolutely adore every quirky detail in this magical collection.