Seoul Fashion Week celebrated its 25th anniversary with a groundbreaking opening show as Korean fashion label Andersson Bell presented its 2026 Spring/Summer collection on Deoksugung-gil, marking the first time an independent brand staged the opening runway show outside the traditional venue of Dongdaemun Design Plaza (DDP). The outdoor presentation took place Monday evening on the historic street in central Seoul, transforming the tree-lined promenade into a glamorous runway.
The decision to move beyond the iconic DDP represents a strategic shift by Seoul Fashion Week organizers to showcase the city's diverse charm while highlighting K-fashion's unique blend of youth, energy, technology, and art. Seoul City officials explained that staging shows in various locations throughout the city aims to maximize Seoul Fashion Week's distinctive strengths and create new experiences for both industry professionals and the public.
Deoksugung-gil provided a stunning backdrop for the fashion presentation, with its romantic setting featuring ginkgo and maple trees alongside the ancient stone walls of Deoksugung, a royal palace from the Joseon era (1392-1910). Despite heavy rainfall earlier in the day, the evening lights created a glistening runway that perfectly merged high fashion with Seoul's distinctive urban atmosphere, creating an unforgettable visual spectacle.
Andersson Bell's 2026 spring-summer collection, titled "Soft Clash," drew creative inspiration from renowned artist Mark Rothko's color-field paintings and iconic 1990s figures PJ Harvey and Jarvis Cocker. Designer Kim Do-hoon described his latest work as "a study in unexpected harmony, where seemingly mismatched elements find balance." Kim explained the collection's philosophy, saying, "The title Soft Clash is about approaching the act of dressing lightly but with emotion. It's about feelings that come naturally, without overthinking."
The show attracted significant star power, with celebrities including IVE's Gaeul, rookie girl group Hearts2Hearts members Ian and Jiwoo, and Tomorrow X Together's Hueningkai attending the 7 p.m. presentation. The event also benefited from collaboration with internationally renowned creative professionals, including stylist Robbie Spencer, hair artist Mari Ohashi, and makeup artist Jose Carlos Gonzalez, all of whom have extensive experience working with luxury fashion houses such as Bottega Veneta and Gucci.
This year's Seoul Fashion Week, running through Sunday, represents a significant expansion beyond the traditional DDP venue, with shows scheduled at various Seoul landmarks including Heungcheonsa Temple and the Oil Tank Culture Park. The week-long event features an impressive lineup of 15 runway shows, nine presentations, three off-shows, and a large-scale trade exhibition showcasing more than 70 participating brands from around the world.
International participation has reached new heights this season, with buyers from 22 countries invited for showroom tours and business meetings across Seoul's key fashion districts, including the trendy areas of Seongsu, Hannam, and Gangnam. A major highlight of this season's global collaborations is the debut of the Berlin Showroom, the official platform of Berlin Fashion Week, which will present 12 emerging German brands at the MCM Showroom in Gangnam on Tuesday and Wednesday. The German showcase will feature innovative works that combine sustainability, traditional aesthetics, and cutting-edge material innovation.
"The collaboration with Berlin Fashion Week is an important step toward diversifying content and expanding Seoul's global fashion network," a city official stated, emphasizing the international scope of this year's event. The partnership demonstrates Seoul Fashion Week's growing influence in the global fashion calendar and its commitment to fostering international creative exchange.
To commemorate its 25th anniversary milestone, Seoul Fashion Week will host a special networking party at EQL in Seongsu, sponsored by 1664 Blanc and hosted by Inttrend CEO Jung Yoon-ki. The celebration will bring together designers, buyers, media representatives, and influencers for an evening of networking and collaboration, highlighting the fashion week's role in connecting industry professionals.
The organizers have also introduced numerous public-friendly events to make fashion more accessible to Seoul residents and visitors. At the DDP's central plaza, attendees can enjoy a commemorative photo booth, participate in a fragrance MBTI test by Pigeon, experience styling sessions from the Seoul Jewelry Center, and sample coffee tastings from G7. Additionally, ticket giveaways through Instagram will allow members of the public to attend select runway shows at the DDP, democratizing access to high fashion.
The second exhibition of the Seoul Fashion Road project will showcase works by young designers who use fashion as a medium for AI-driven art, light, and sound installations. This innovative exhibition will run from Tuesday to Sunday near Sindang Station, demonstrating how technology and fashion intersect in contemporary Korean design. The project represents Seoul Fashion Week's commitment to supporting emerging talent and exploring new creative boundaries in the fashion industry.
