July 21, 2024

The Seoul Business Agency (SBA) held the first-ever fashion and lifestyle festival at the Dongdaemun Design Plaza (DDP), a well-known cultural hub for art and commerce in the heart of Seoul, Korea. Coined Seoul Con: Original Seoul, the event, held from December 30 to 31, saw over 20,000 attendees, including rising fashion influencers and a selection of 22 apparel brands. Among them were Seoul-based fashion labels Thug Club, Helinox and Musinsa, alongside popular global brands like Levi’s.

Seoul Con is the first fashion and influencer-led festival successfully held in Seoul, Korea. The event, themed around originality, spotlighted contemporary tastemakers and fashion brands popularized by Seoul’s youth culture and global brands charting new territory in sustainable clothing. Branded activations and clothing booths provided unique opportunities for guests to connect with up-and-coming designers currently making headway in Seoul’s street fashion scene. Over 3,000 influencers from 50 different countries attended the two-day festival, such as India’s leading next-generation actress Anushka Sen, content creator Kristina Kim, Filipino singer and actress Christel Pulga, content creator Elina Karimova (known online as Captain Lina) and beauty content creator Cassandra Bankson.

The walkthrough experience included food, coffee and dessert stands courtesy of F&B brand CNP Company (known for trendy lifestyle destinations Nice Weather, Old Ferry Donut and Pacino Espresso). Uniquely dedicated to emerging cultural voices, brands and influencers shaping the future of commerce in Seoul, Korea, Seoul Con sets a precedent for fashion-focused showcases in the vein of Comic Con. The influencer-led expo celebrated Gen Z and Millennial creators known for promoting Korean beauty, fashion and lifestyle trends, connecting with global audiences via TikTok and Instagram through creative makeup tutorials, styling how-tos and educational video content.

Scroll through the galleries above to see some of the experimental fashion pieces featured during the event. Learn more about the 2023 Seoul Con: Original Seoul by visiting SBA’s website.


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