During Milan Fashion Week Spring/Summer 2027, Korean culture and creativity take center stage with the launch of Contemporary Korean Heritage - Hanbok Collective, an international project showcasing a new generation of designers reinterpreting Hanbok through the language of contemporary fashion. Promoted by the Ministry of Culture, Sports and Tourism of the Republic of Korea and the Korea Craft and Design Foundation (KCDF), in collaboration with the Studio Zeta showroom and with the patronage of CSM (Camera Showroom Milano), this project serves as a strategic platform to introduce a new generation of Korean designers to the global market for visibility, connection, and business development.
Redefining tradition through contemporary design
Through fluid silhouettes, innovative tailoring, and non-restrictive wrap structures, these designers demonstrate how Hanbok, the iconic garment of Korean heritage, is evolving into an open creative territory where tradition and innovation, memory and the future come together.
The five designers redefining modern hanbok
The brands featured in Contemporary Korean Heritage – Hanbok Collective are Happly, Leesle, Mooroots, Ondata, and Sheenseoul. Five distinctive creative identities united by a shared ambition: to explore new possibilities for Hanbok and transform its traditional codes into a contemporary fashion language, capable of engaging with the international market.
Showroom Exhibition and industry selection process
The selected brands will take centre stage in a special showroom exhibition and B2B programme hosted by Studio Zeta Milano Showroom, from Sept 22 to Oct 5, 2026. The space will become a meeting point for international buyers, press, stylists, fashion professionals and industry insiders, offering the opportunity to discover the collections and meet the designers behind the project. The five participating brands were selected through a dedicated evaluation process involving professionals and experts from fashion, distribution, sales, international business development, and academia. The selection considered a range of criteria, including creative vision, product competitiveness, commercial and marketing strategy, production and distribution capabilities, and potential for growth in international markets.
Press Presentation at Palazzo Isimbardi
On Sept 26, against the prestigious backdrop of Palazzo Isimbardi, the five selected brands will be officially introduced to the international press and fashion industry, including journalists, buyers, fashion professionals, and industry insiders. Designers, buyers, press, influencers, and fashion industry professionals will come together to celebrate the connection between Korea and Milan in an atmosphere inspired by the energy and creativity of contemporary K-Culture.
Global expansion to Paris Fashion Week
Following the Milan showcase, the two brands achieving the strongest commercial results will expand their international presence with a dedicated showroom showcase during Paris Fashion Week from Oct 1 to 6, 2026.
Contemporary Korean Heritage - Hanbok Collective
Showroom Exhibition & B2B Sales
Sept 22 – Oct 5, 2026
Studio Zeta Milano Showroom @ Via Friuli 26, Milan
Press & Brand Presentation
Sept 26, 2026 11:00 am - 2:00 pm
Networking Reception
26 September 2026 6:00 pm - 8:00 PMpm
Palazzo Isimbardi @ Corso Monforte 35, Milan
