The Seoul Metropolitan Government (SMG) opened the Seoul Fashion Week store on the 8th floor of Lotte World Tower (300 Olympic-ro, Songpa-gu), the national landmark and the largest duty-free complex in Korea, which is visited by an average of 140,000 people per day. It is the second store dedicated to Seoul Fashion Week after the Ginza store in Tokyo.
Seoul Fashion Week is a fashion industry event hosted by the city twice a year to enhance K-fashion’s global brands and support overseas expansion. This year’s SS 2024 fashion week will be held from Tue, Sep. 5 to Sat, Sep. 9, 2023 at Dongdaemun Design Plaza (DDP).
The exclusive pavilion for Seoul Fashion Week is operated in cooperation with the Seoul Metropolitan Government and Lotte Duty Free Shop. The city supports the creation of exclusive storefronts, brand management, and publicity. The Lotte Duty Free Shop plans to make efforts to select brands to enter stores and support brand sales through special exhibition.
Seoul Metropolitan Government signed a business agreement (MOU) with Lotte Duty Free on May 1, 2023 to expand the overseas expansion of promising brands of the domestic beauty and fashion industries and support market development, and on June 27, 2023, Lotte Duty Free Shop, the first store dedicated to Seoul Fashion Week, was opened at the Lotte Duty Free Shop Tokyo Ginza.
In the offline store, four brands participating in the SS 2024 Seoul Fashion Week (BLR, Ulkin, Ajobyajo, Holy Number 7) entered, and one additional brand is scheduled to enter in October.
BLR is a brand that aims for artistic denim craft based on K-Pop culture, and has a history of participating in a number of K-Pop idol costume projects such as Exo, Got7, and Seventeen. Ulkin combines upcycle and art to realize the philosophy of "infusing art into fashion", delivering various messages through collections every season. Ajobyajo is a unisex brand with high awareness of the MZ generation, expressing Asian subculture through streetwear with the sensibility of an outsider living in the same era. Holy Number 7 is a brand that tells positive stories based on the Bible every season, and aims for fashion that is witty but not light and becomes the language of the wearer.
In commemoration of the opening of the new Seoul Fashion Week store, the city offered customers of Lotte World Tower a chance to enter a sweepstakes for tickets to fashion shows of all four brands during Seoul Fashion Week. The city is also offering Seoul Fashion Week souvenirs to customers for purchases of $200 or more in total.
In addition, from Tue, Aug. 22 until December, 2023 products from the Seoul Fashion Week store will be available for purchase in the ‘Seoul Fashion Week’ exclusive pavilion at Lotte Online Duty Free Shop. The current 145 products from four brands are will gradually expand to 250 products from five brands.
Photo: Seoul Fashion Week store at Lotte World Tower
