
Design is in the air this spring with the coming of Seoul Fashion Week 2009 from Mar. 26 to Apr. 2. Fashion Week is in its 18th year at Seoul Trade Exhibition & Convention Center (SETEC), and will showcase the works of 39 veteran fashion designers in Korea during its “Seoul Collection” and also that of another 70 or more fashion brand companies during the “Seoul Fashion Fair” session. In line, over 110 high-profile fashion experts and buyers from 23 nations will also attend the show. This year's fashion show in particular will focus on the fashion business, allowing promotion and distribution to take place on the spot. In line with that, the fashion interactive digital system known as “tablet ordering” will go into operation for the first time. Tablet ordering is an information sharing system between brand designers and buyers linked through wireless broadband handsets. Buyers can receive a detailed database of the particular brand in real time. Separately, there is an additional consulting room on the second floor that allows close face-to-face consulting between sellers and buyers. Other programs for the fashion show include the third Seoul New Fashion Designer Collection, Discovery of Young Fashion Artists and a Fashion & Culture Festival. The veteran designers and some 100 design brand companies gathered for Seoul Fashion Week will also come together to open an exclusive shopping mall (on www.lotte.com). Korea's first fashion show first took off with Madame Norano's show held at the Chosun Hotel in 1954. Though halted temporarily in 1961 due to the complicated political situation, it emerged quickly, spreading farther and wider in the 1980s and resulting in regular events not only in Seoul, but other major cities in the country by the 1990s. The fashion industry is another way for Seoul to improve its image as a global city overseas.









