By Koh Hyunjeong
Video = Seoul Fashion Week’s official YouTube channel

K-pop girl group NewJeans, the global promotional ambassador of Seoul Fashion Week (SFW), has sent a video invitation to the event for global fans of Korean fashion, appearing in the clip wearing clothes made by domestic designers.

The Seoul Metropolitan Government on Aug. 9 released the poster and promotional video for the 2024 S/S (spring/summer) Seoul Fashion Week on the gala’s official YouTube channel.

The video shows the five NewJeans members wearing costumes from the collections of BLR, People of the World, Holy Number 7 and HeeYoungHee, four brands taking part in SFW. 

“We utilized the fresh colors and distinctively vivacious and bubbly personality of NewJeans to maximize the cheery and lively atmosphere of the summer-spring season,” the city government said.

This year’s event is slated for Sept. 5-9 at Dongdaemun Design Plaza (DDP), earlier than its four counterparts in New York, Paris, Milan, Italy, and London.

“We plan to let fashion people and big buyers from the entire world to be the first to experience the value and trends of K-fashion brands,” the city added. 

SFW will have 31 brand fashion shows, trade shows featuring 120 buyers from 28 countries, and interactive programs for people that unite fashion, technology and Korean culture. Twenty-two collections by top domestic designers such as Seoul Collection and SC, eight by emerging brands like Generation Next and GN, and one corporate brand will also participate.

Kwon So-hyun, director of the city government’s beauty and fashion industry division, said, “We will create a fashion festival and business venue where fashion people and trendsetting buyers from the entire world can gather and have fun around the DDP area.”