An exterior view of Lotte World Mall in Jamsil [Lotte Department Store]
An exterior view of Lotte World Mall in Jamsil [Lotte Department Store]

Lotte Department Store announced Wednesday that it will co-host the 2027 S/S Seoul Fashion Week with the Seoul Metropolitan Government.

Seoul Fashion Week is a fashion event organized and hosted by the Seoul Metropolitan Government, held twice a year to showcase S/S and F/W collections by domestic designers and brands. Now in its 26th year, it serves as a platform connecting Korean brands with overseas buyers and media, supporting K-fashion's competitiveness and the expansion of its global reach.

The event, previously held at DDP (Dongdaemun Design Plaza), will for the first time expand its venue to the World Park lawn plaza at Lotte Town Jamsil. Lotte Department Store will present the 2027 S/S Seoul Fashion Week fashion shows and other K-content at Lotte Town Jamsil over four days from Sept. 3 to Sept. 6.

The runway shows will take place at the World Park lawn plaza. On the opening day, Sept. 3, KIMHĒKIM will unveil a collection marking the brand's 10th anniversary. Greedilous takes the runway on Sept. 4, while Sept. 5 features a Dunst fashion show alongside a multi-brand runway with General Idea, EBM and Mahagrid. The Greedilous runway will be accompanied by a live performance from the Kids Orchestra operated by Lotte Department Store.

A pop-up store offering KIMHĒKIM's 10th-anniversary archival products will run from Sept. 2 to Sept. 20 on the third floor of Avenuel Jamsil. K-fashion pop-up stores, including one for d.ponds, will also be featured at Kinetic Ground, the dedicated K-fashion hall on the second floor of Lotte Department Store's Jamsil branch. A networking space for K-fashion industry figures and Lotte Department Store buyers will also be set up.

From Sept. 4 to Sept. 6, the World Park lawn plaza will host an exhibition marking the 10th debut anniversary of K-pop group NCT, as well as an interactive exhibition by global sports brand Adidas. On Sept. 6, the final day of Seoul Fashion Week, a bazaar and runway featuring NCT's stage costumes and personal collectibles will be held.

Lotte Department Store will run a marketing campaign themed "LOTTE Fashion Week" across all its department stores, outlet stores and shopping malls. Promotions offering official Seoul Fashion Week merchandise and fashion show tickets will also be held.

"This collaboration goes beyond simply expanding sales channels — it is a strategic move to strengthen the brand competitiveness of K-fashion and broaden its growth potential," said Park Sang-woo, head of marketing at Lotte Department Store. "We will create more opportunities for people to experience K-brands in diverse ways and elevate the competitiveness of Korean fashion."

Key visual for the 2027 S/S Seoul Fashion Week [Lotte Department Store]
Key visual for the 2027 S/S Seoul Fashion Week [Lotte Department Store]

andy@heraldcorp.com