Runways, retail, K-pop, and Korean lifestyle experiences come together as Seoul’s biggest fashion event returns for its Spring/Summer 2027 season.
Seoul Fashion Week is stepping beyond its usual runway, bringing more of Seoul along for the show.
Running from September 1 to 6, the Spring/Summer 2027 edition is spreading across two of the South Korean capital’s most recognizable landmarks: Dongdaemun Design Plaza (DDP) and Lotte World Tower in Jamsil. It marks the first time Lotte World Tower has joined DDP as an official runway venue, widening the week from a fashion-industry fixture into a more public-facing city spectacle.
This season, there’s plenty beyond clothes to catch. K-pop, beauty, food, shopping, and big-name brand collaborations are all being stitched into the six-day schedule.
Two landmarks, one major fashion week
DDP remains the professional pulse of Seoul Fashion Week, with designer collections, presentations, and the trade show concentrated at the Zaha Hadid-designed landmark.
The venue is scheduled to stage 17 designer runways and eight presentations, while around 100 brands are participating in the trade show. This season’s lineup stretches across generations of Korean fashion, with names including Re Rhee, Caruso, Lie, Doucan, HolyNumber7, Ulkin, Hanna Shin, and Mmam.
Lotte World Tower, meanwhile, gives the event a more consumer-facing counterpart. Its World Park becomes an outdoor runway surrounded by shopping, pop-ups, entertainment, and other experiences designed for visitors—not just buyers, editors, and industry insiders. In total, 31 brands are staging runway shows and presentations across this season’s Seoul Fashion Week.
Kimhekim brings Paris polish back to Seoul
One of the week’s biggest homecomings comes courtesy of Kimhekim.
Founded by designer Kim In-tae, the Korean label made its Paris Fashion Week debut in 2019 and has since built a considerable international following. Now, Kimhekim is staging its first standalone runway show in Korea as part of Seoul Fashion Week.
Its 10th-anniversary collection, “Seoul Light,” looks back on the brand’s archives while also bringing another familiar fashion player onto the runway: Adidas.
Kimhekim has chosen the classic Stan Smith as a key footwear silhouette for the collection, reworking the sneaker through its own styling language. Adidas is also mounting an interactive exhibition at World Park centered on the Stan Smith ahead of a wider rollout planned for 2027.
See it, scan it, shop it
Seoul Fashion Week is also shortening the distance between spotting something on the catwalk and actually buying it.
Contemporary labels take over the Jamsil runway later in the week, including Dunst, followed by a joint presentation featuring General Idea, EBM, and Mahagrid.
Those shows introduce a live-shopping component: viewers can use QR codes and dedicated links to connect directly to Lotte Department Store’s online mall and purchase pieces they have just seen on the runway.
It’s a particularly fitting move for fashion to become more accessible. The clothes aren’t confined to the catwalk; commerce is becoming part of the experience.
NCT is bringing K-pop to the catwalk
Fashion fans aren’t the only ones with something to look forward to.
NCT joins the festivities as the K-pop group marks its 10th debut anniversary. Programming at Jamsil includes an exhibition of the group’s stage costumes, a curated closing-day runway, and a flea market featuring thousands of pieces of stage wear and other items.
Proceeds from the flea market will be donated to initiatives supporting women, youth, and culture.
It makes the crossover particularly Korean: instead of treating K-fashion and K-pop as separate exports, Seoul Fashion Week is putting the two on the same stage.
K-fashion meets the wider K-lifestyle
Fans are also in for a treat as the expansion doesn’t stop at music. DDP will host a K-lifestyle street featuring 18 brands across food, beauty, and wellness. The setup positions fashion as one piece of a wider Korean cultural package—one that international travelers are already encountering through skincare, cuisine, entertainment, and music. This bigger picture appears to be precisely where Seoul Fashion Week is headed.
Since launching in 2000, the event has grown into the city’s flagship global fashion-business platform. For Spring/Summer 2027, Seoul is pushing it closer to a citywide cultural event, with livestreams opening major shows to international audiences and public programming making Fashion Week easier to experience outside industry circles.
Plus, in this Seoul season, fashion isn’t staying backstage. It’s spilling into the streets, stores, screens, and sounds of the city.
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