South Korea’s capital city won’t be hosting any physical shows for Autumn/Winter 2021 after the country reported an uptick in Covid-19 cases.
Nonetheless, organisers are looking to keep buyers and customers tuned in. Aimons and celebrity favourite Beyond Closet will be among the brands livestreaming shows from a number of venues including the National Museum of Korea and its National Museum of Modern and Contemporary Art. Meanwhile, performances by DJ Peggy Gou and musical group Leenalchi are slated to draw audiences online.
Alongside Tradeshow, which will connect local designers with global buyers, Seoul Fashion Week will facilitate C2C transactions with over 60 brands through Shopping Live, local tech giant Naver’s livestream e-commerce platform.
“It was time for us to take a huge interest in digital and e-commerce even without a pandemic,” director Jeon Mi-kyung wrote in an email. “Some designers preferred not to be part of Seoul Fashion Week this season but the participating ones worked harder than ever to prepare the collection and showcase it through a digital experience.”