Seoul Fashion Week will connect two of the city’s iconic landmarks, DDP and Lotte World Tower, bringing together fashion business and public experiences as it expands into an urban fashion festival for citizens and visitors alike.

Seoul Fashion Week SS27: the event transforms the city from Sept. 1 to 6

The Seoul Metropolitan Government announced that the Seoul Fashion Week SS27 will be held from Tuesday, Sept. 1, through Sunday, Sept. 6, at DDP and Lotte World Tower in Jamsil. This season transforms a runway- and trade show-centered fashion industry event into a citywide fashion festival in collaboration with Lotte Department Store, bringing together fashion, shopping, K-culture, and visitor experiences.

DDP as a business hub: fashion shows, presentations, and trade show

DDP will continue to serve as Seoul Fashion Week's professional venue and hub for global fashion business, hosting designer runway shows, presentations, and trade shows. Meanwhile, Lotte World Tower, where the season's opening runway will take place, will combine contemporary brands with shopping, pop-up events, and K-culture, bringing Seoul Fashion Week closer to citizens and visitors.

Expanding the stage: a fashion experience connecting two landmarks-DDP and Lotte World Tower

This season introduces four major changes: expanding the stage to Seoul's iconic landmarks, broadening the range of participating brands, connecting fashion shows with shopping and experiences, and transforming a fashion industry event into a festival for citizens and visitors.

In partnership with Lotte Department Store, Seoul Fashion Week will also collaborate with global companies such as BMW and Adidas, alongside K-pop content featuring NCT, with Lotte World Tower serving as a new urban stage. By bringing together fashion, shopping, mobility, and entertainment, Seoul Fashion Week will transform the city itself into a fashion festival.

Expanding the brand lineup: from designer labels to contemporary brands

This season also broadens the range of participating brands. Seoul Fashion Week will showcase the full spectrum of K-fashion, bringing together internationally recognized designer labels alongside contemporary brands. Leey and Kimhēkim will open the events at DDP and Lotte World Tower, respectively.

Expanding the experience: from watching fashion to experiencing and shopping

This season, Seoul Fashion Week goes beyond the runway, giving visitors opportunities to experience and shop fashion. Visitors will be able to purchase products featured on the runway instantly by scanning QR codes while also enjoying K-food, beauty, and wellness experiences, allowing them to experience fashion alongside a broader range of lifestyle content.

Expanding public engagement: from an industry event to a public festival

Seoul Fashion Week will further broaden its reach through interactive experiences, collaborations with K-pop artists, live online broadcasts, and public ticket giveaways, transforming the event from an industry event into an open festival enjoyed by audiences around the world.

Global sportswear brand Adidas will officially collaborate with Seoul Fashion Week by presenting an interactive exhibition at World Park in Lotte World Tower. Ahead of the full-scale launch of the iconic Stan Smith sneaker, a symbol of Adidas' heritage, in 2027, the exhibition will present the classic design in a new light while featuring a special runway show in collaboration with Korean designer brand Kimhēkim, showcasing new styling possibilities for Stan Smith and its connection with K-fashion.

The NCT Flea Market will also take place to celebrate the 10th anniversary of K-pop group NCT's debut. Featuring stage costumes and personal memorabilia, the flea market will offer fans the opportunity to experience both K-fashion and K-pop, with all proceeds to be donated, adding to the festival's social value.

Major runway shows will be livestreamed worldwide through the official Seoul Fashion Week YouTube channel, allowing audiences around the world to enjoy the event even if they cannot attend in person.

See the official schedule of Seoul Fashion Week SS27

See Multi-Label Showrooms active during Seoul Fashion Week SS27

See Brands Showrooms active during Seoul Fashion Week SS27

See details about Seoul Fashion Week: Trade Show

Photo: Justin Shin / Getty Images