K-Fashion Runway? Lotte Town Jamsil Transforms in Collaboration with Seoul Fashion Week

Lotte Department Store is teaming up with the Seoul city government to host 2027 S/S Seoul Fashion Week, expanding one of the country's biggest fashion events into a new part of the city.

Lotte Department Store announced on the 12th that the fashion shows and K-content programming will run for four days, from the 3rd through the 6th of next month, across the Lotte Town Jamsil area.

Seoul Fashion Week, also known as SFW, is a global fashion event organized by the Seoul city government. Held twice a year, it showcases the S/S and F/W collections of Korean designers and brands, and this edition marks its 26th year. It has grown into a key platform for connecting Korean brands with overseas buyers and media, helping K-fashion expand into international markets.

The event has traditionally been held at Dongdaemun Design Plaza (DDP). This year, for the first time, it will also extend to the lawn plaza at World Park inside Lotte Town Jamsil. Organizers say bringing the event to both DDP and a landmark like Lotte World Tower will help bring Seoul Fashion Week closer to the public.

The runway shows will take place on the World Park lawn plaza. On day one, KIMHEKIM, a designer active on the global stage, will open the event with a collection marking the label's 10th anniversary. On day two, Greedilous takes over the runway. The Greedilous show will also include a live performance by the Kids Orchestra program run by Lotte Department Store. On day three, a joint runway will feature Dunst, General Idea, EBM, and Mahagrid.

Retail-focused programming is part of the plan too. On the third floor of Avenuel Jamsil, a pop-up store featuring archival products from KIMHEKIM's 10-year run will open from the 2nd to the 20th of next month. On the second floor of the Jamsil branch, inside the K-fashion floor Kinetic Ground, a pop-up for Depound and other labels will also be open to the public. A separate business meeting will bring K-fashion representatives face-to-face with Lotte Department Store buyers.

K-POP and global brands are joining the lineup as well. From the 4th through the 6th of next month, the World Park lawn plaza will host an exhibition marking the 10th anniversary of the group NCT, along with an interactive Adidas experience zone. On the final day, the 6th, a bazaar and runway show featuring NCT stage costumes and personal items will close out the event.

To mark the occasion, Lotte Department Store will run a "LOTTE Fashion Week" marketing campaign across all of its department stores, outlets, and shopping malls. The promotion will include shopping benefits, official Seoul Fashion Week merchandise, and giveaways such as runway show tickets.

"This is more than expanding sales channels. It's a strategic partnership to strengthen K-fashion's brand power and grow its potential in the global market," said Park Sang-woo, head of marketing at Lotte Department Store. "We want to give customers more ways to experience Korean brands."