Style steps in at Hera Seoul Fashion Week

  • Style
  • Wednesday, 09 Mar 2016

A total of 66 fashion brands were featured at the Hera Seoul Fashion Week, including Metrocity.

Previously known as Seoul Fashion Week (SFW), it has now been rebranded as Hera Seoul Fashion Week.

For the first time in its 15-year history, the SFW renamed itself with an official sponsorship agreement with HERA-Amore Pacific.

According to the organiser, more international buyers and media members were invited this season.

The Seoul Design Foundation official was quoted saying among the invited were “senior buyers from globally leading department stores like Saks Fifth Avenue, Bon Marche, Galeries Lafayette, and Bergdorf Goodman.”

The absence of veteran Korean designer Lie Sang Bong, who is known as the “Korean Alexander McQueen”, was much talked about. He did showcase his Spring/Summer 2016 collection, which also marked his 30th anniversary in the industry, at the same time as the Seoul Fashion Week tough, albeit at a different location.

A total of 66 fashion brands (40 for Seoul Collection, 20 for Generation Next, and six business shows) were showcased at SFW.

Designers are well aware about the popularity of the Korean wave (Hallyu). Kaal E. Suktae designer Lee Suk Tae featured hangul on laser-cut neoprene clothes while the Baemin x Kye collection has a more colourful display of hangul on the designs that would surely turn heads.

The menswear collections are always something to look out for as Korean designers are able to concoct fashionable, stylish yet mostly wearable and not over the top designs for men.

Fashion designers Jin Te Ok and Pak Hang Chi, both respected veterans in the industry, were selected as honorary designers.

The changes this season shows SFW’s hopes and determination to gear towards the “big four” international fashion weeks namely Paris, Milan, New York and London but whether they will make it and how long, only time will tell.

Seoul Fashion
Stripes are a big part of the Heich Vs Heich collection


Heich Es Heich

Who knew Darth Vader and the stormtroopers moonlighted as models?

The appearance of the Sith Lord and his soldiers certainly had photographers clicking away as they stole the limelight from the models at the runway. In conjunction with the release of Star Wars 7: The Force Awakens, Heich Es Heich presented the Star Wars Series capsule collection. You’d be wrong to think that the colour palette is only black and white. Stormtroopers never look cuter against the backdrop of pink and baby blue.

With the theme “VS” (versus), the collection also featured stripes and models came out looking like a character from Where’s Wally. Designer Hang Sang Hyuk was said to be strongly inspired by Paul Newman’s portraits for this collection.

Beom uses carp as its theme.
Beom uses carp as its theme.


Tiiki’s collection was inspired by the military look of 1940s and 50s. Choosing “neo-military” as his collection theme, designer Kim Young Kyun fuses kitschy artwork into the military look. Camouflage prints on the trench coats and jackets came in the form of soda bottles and other pop-culture icons, providing a trendy alternative to the military trend.


Designer Kim Bum looks to the sea and its inhabitants for his collection. The jellyfish and carp motifs are refreshing. Blazers imprinted with a scene of koi swimming around in a lotus pond or illuminated koi provide a much fashionable alternative to plain old black or white blazers.


Soulpot Studio
Soulpot Studio finds a sweet spot in black and white.

Soulpot Studio

The show started with a video clip of artists, designers and musicians talking about the difficulties they face. As a fashion designer, Kim Su Jinn knows too well the struggles of being in the artistic industry. Her collection “Wild Flower” is mainly white and black with hints of orange.

Jain Song

After the long apprenticeship under her mother, who is not only a famous designer but also a co-founder of the Seoul Fashion Week, Song Jain started her own collections in Seoul Fashion Week in 2004. Now, she is a famous designer in her own right.

For her collection, she uses tropical colours. Exude femininity with butterfly-patterned lace; on the flip side, show your inner goth with black lace.

Chez Heezin

The cheerful models who came out smiling, holding balloons and blowing kisses to the audience certainly put a smile to the audience’s face.

Drawing inspiration from carousels, this collection is for those who want to relive the joy of being at the carnival. Key colours are pink and baby blue. The popcorn distributed to the audience was a really nice touch, completing the carnival experience.


R. Shemiste
Mag & Logan


The Wizard Of Oz served as the inspiration for this collection, featuring Dorothy, the Cowardly Lion, the Tin Woodman, the Scarecrow, Wicked Witch, and even the Emerald City on the sweatshirts, jackets, shirts and dresses. If you can’t choose which is your favourite character, wear them all on the red dress or red jumpsuit with cute motifs of the characters.

One can count on BNB12 designers Park Jeong Sang and Choi Jeong Min to provide a fun show. The duo ended the show dancing to the popular Kpop song “I’m So Sexy”.

Mag & Logan

As stated in the press release, “Life may not be the party we hoped for, but while we are here we should dance.” And that was the tone of Mag & Logan’s SS16 collection.

The show, which was one of the off shows, was held at JW Marriott.

Look sleek and sexy in the menswear and womenswear collection by the designer duo. Black, white and Indian pink are the colours for this season.


Designers Won Ji Yeun and Lee Joo Ho drew inspiration from Japanese artist Hokusai’s most famous work – ”The Great Wave off Kanagawa”, infusing Oriental art as well as gingham into streetwear. Despite pairing midriff-baring tops with loose pants and oversized jackets, the designers injects some sexiness into the designs.


Themed “City of Angel”, Metrocity, the style for this season’s collection is “light and comfortable fabrics with exclusive details, stripes and colour blocking. Colours for this collection are black, white, vanilla, and pink. Materials used are black organza, cotton and denim and details include delicate lace details, sequins and embroidery.

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