Seoul Fashion Week kicks off with economy in mind

By Shin Hae-in
SEOUL, March 18 (Yonhap) -- Seoul will once again make an aspiring bid to become
one of the world's fashion capitals as it gets set to launch an international
fashion event next week. This season, however, it has carved out a new aim:
making some actual money out of the biannual event.
"It is difficult times for everyone. And although fashion is not all about money,
the overall industry is certainly being affected by the downturn," said Won
Dae-yun, head of the Korea Fashion Association (KOFA), in a press conference
Wednesday. "This season, we have put our heads together for ideas on promotion
and circulation strategies to help our fashion industry overcome the financial
crisis."
Up to 39 top Korean designers will present their fall and winter collections for
eight days beginning March 26 at the Seoul Trade Exhibition Center (SETEC) in
Daechi-dong, southern Seoul.
Organized by the Seoul Metropolitan Government and Seoul Fashion Center, the
event will feature separate fashion shows for men's wear and women's wear, while
also holding an additional festival for up-and-coming Seoul designers.
Organizers of the event, founded in 2000, say they hope it will help boost the
city's profile as a global fashion hub and draw the attention of buyers from 16
countries who will be attending the shows, creating the potential for at least
US$2.7 million in sales.
Seoul Fashion Week will be offering a "Tablet Order" service that will allow
buyers to observe the price and other details of a designer's brand they like via
a portable laptop offered to them during the event. Buyers will also be allowed
to take a closer look at the designs in a presentation room separate from the
catwalk.
Fashion Week will begin with two days of men's wear fashion shows, featuring such
designers as Chang Kwang-hyo, Park Jong-chul, Song Zio and Park Sung-chul. The
women's wear fashion shows will run for five days, featuring designers Lee
Young-hee, Son Jung-wan, Yang Yoon-jung and Cho Sung-kyong.
"I have never been able to sell my designs during the fashion week and, like all
the other designers, am hoping this time something will actually happen,"
designer Chang Kwang-hyo said. "As a designer, I think it is important to balance
one's own sentiment and uniqueness with the market trend and efficiency."
Noticeably absent from Seoul Fashion Week, however, are top designers like Gee
Choon-hee, Lie Sang-bong and other members of the Seoul Fashion Artists
Association (SFAA).
An ongoing power-struggle between Fashion Week organizers and the SFAA has
prompted many designers to shun the event, launching a separate showcase for
three days from Friday.
Many raise concerns that the dispute will eventually deal a blow to the overall
image of Seoul fashion, but KOFA president Won said "design is business" and
"multiplicity attracts buyers."
"This is an issue I have been concerned about for a long time myself," he said.
"But if we have separate shows, buyers will be able to attend those with designs
that attract them. As Korea's overall fashion industry grows, I believe this
issue will be solved naturally."
Young and emerging Korean fashion designers will also be given the chance to show
their work at fashion shows at off-site venues like Kring, also in southern
Seoul. Among the 10 participating brands are HA:RTOCRYON, Paul & Alice and
Instantology.
Fashion, said Coco Chanel, will be "in the sky, in the streets, in the air" of
Seoul this month. For more information, visit www.seoulfashionweek.org.
hayney@yna.co.kr
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