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Fashion in Seoul

By Hyojin Jun

Seoul’s fashion scene is about to be shaken up. With the beginning of spring, change is coming, along with a whole lot of fashion news.

Scott Schuman from the Sartorialist visited Seoul not so long ago to take in the real style of the city (though it was a collaboration with brands). Soon the Robert Paolo exhibition will open at 10 Corso Como Seoul, as well as the “Art Lecture at Artsonje” at Sonje Art Gallery, sponsored by Tiffany Korea.

This year’s first hero is Jens Hoffmann, Istanbul Biennial Curator and Director of CCA Wattis Contemporary Art Institute. Gaia Repossi-designed accessories will be launched at Zadig-et-Voltaire and fashion icon Alexa Chung is in the news for DJing at the Mulberry Party on the 23rd of March.


Through all these big events, Seoul’s image as a stylish, young icon of fashion is growing. But beyond anything going on in Seoul, Korea is becoming a nexus of celebrity and fashion. Recently, Ninaricci recruited In Young Seo, a singer, as new Creative Director of Accessories for a new bag launch. In fact, Seo’s participation in meetings and design work at the headquarters in Paris has recently and dramatically been featured in a passion-filled reality show. Many people had the Lindsay Lohan and Ungaro collaboration fresh in their minds, but so far so good for Nina Ricci and Seo.

Casual brand Bean Pole appointed fashionista Big Bang as style changer and style maker. The brand image in their commercials has been retooled, with G-dragon appearing in colorful Bean Pole outfits that before lacked anything special. This is a case of an idol group being linked to a brand beyond being just simple models in advertisements.

Now trending at the center of Seoul fashion is fashion film, not magazine or brands. In fact, fashion film is practically overflowing at this point. All pictorial magazines contain video sketches, and fashion brands are making fashion films as well. Some brands are raising attention with solid stories and compositions on Youtube.

Adidas Originals Korea is enjoying tremendous ripple effects by making new videos on new projects every season. Accordingly, other casual sports brands have also been producing films competitively. However, a simple sketch video will not have any impact on people. The low-quality video from magazines and brands seem only the dross of advertising. To celebrate the first issues of magazines, 8 films per month are produced. To whom are these fashion films dedicated to? What is the value of a film that has only an abundance of thousands of visuals? The important point is to show attitude and effort in making fewer and more mature films containing visuals and text in still cuts. The quest of developing new media is good, but the focus should be on quality, not quantity.


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