For years, the Seoul Metropolitan Government has taken strategic steps to internationalize the South Korean capital’s fashion scene. The consistent efforts have paid off. Home to one of Asia’s most dynamic creative and technological hubs, the city now hosts one of the region’s most anticipated Fashion Weeks.
Held at Lotte World Mall and Dongdaemun Design Plaza, an architectural gem that stands out as a symbol of the city’s development, the latest edition of Seoul Fashion Week kicked off on September 1. The six-day event will run through the weekend, reuniting more than 20 brands and designers to showcase their Spring/Summer 2027 collections.
While on the catwalk, Seoul is driving attention with a recognizable design approach that mixes streetwear influences, tailoring sensibilities and material experimentation; off the runways, the event is making headlines for drawing a motley selection of attendees. Press, buyers and of course, notable local and international personalities have graced or are expected to grace the front rows, showcasing Seoul Fashion Week’s increasingly global standing.
Wondering who is capturing all the front row attention? No Manners Magazine, your go-to source for global fashion and pop culture, brings you a recap of the best celebrity cameos and front row moments at Seoul Fashion Week Spring/Summer 2027.
Kong at Daily Mirror and MMAM
Who: Your Sky star Kongpob Jirojmontri (aka. Kong). The Thai actor is a rising name in fashion circles and has previously made headlines attending shows such as Amiri and 3.PARADIS at Paris Fashion Week.
Where: Sitting front row at the unveiling of Daily Mirror’s SS27 collection, “SUIT:ABLE.” Kong also walked the runway of MMAM’s SS27 show.
What: For the Daily Mirror show Kong went for an asymmetrical black leather coat, layered atop black flared pants and a white shirt. Kong added a futuristic touch with a pair of Matrix-leaning sunglasses and chunky boots. The actor switched things up at the MMAM runway, where he modeled a trendy shorts suit featuring tailored five-inch shorts and a matching pleated jacket.
Thomas at Daily Mirror and MMAM
Who: Breakout actor Thomas (Teetut Chungmanirat). Recognized for roles in dramas such as Your Sky and its epilogue Your Sky of Us, the star is one of Thailand’s ascending names at international Fashion Weeks.
Where: Supporting the Daily Mirror SS27 “SUIT:ABLE” collection unveiling and modeling at the MMAM SS27 show.
What: To attend the Daily Mirror show, Thomas opted for a sleek black ensemble that single-handedly brought back the Matrix aesthetic that has been a recurring theme in fashion since the ‘90s. The actor modernized his long black leather coat with oversized visor sunglasses and a sculpted hairstyle. At MMAM, Thomas looked runway-ready, dressed in a set featuring wide-leg pants and a hand-pleated collarless jacket.
Kim Jaejoong at Lie Sang Bong
Who: K-pop legend Kim Jaejoong, singer and entertainment icon who is recognized both for his solo career and stints as a member of JYJ and TVXQ.
Where: Lie Sang Bong’s show on Day 1 at SFW.
What: An all-black ensemble that stood out for the juxtaposition of textiles: tailored pants, a silk shirt and a classic wool jacket.
Choi Yujin at Daily Mirror
Who: Singer Choi Yujin, member of K-pop group Kep1er. The South Korean star is a longtime presence in the entertainment scene, having started her career collaborating and performing alongside artists such as Yang Yoseob and G.NA.
Where: The front row of Kim Ju Han’s Daily Mirror at SFW Day 2.
What: A two-piece set layered over a crisp white shirt and a tie. The singer topped off the ensemble with high-knee boots and a hobo mini bag.
Wave at MAMM
Who: Thanaphat Tansakul, best known by the mononym “Wave.” The Thai star has received attention for his recurring role in the Duang with You series.
Where: The MMAM show on Day 3 of Seoul Fashion Week
What: An ensemble consisting of asymmetrical wide-leg pants and a tie-dye denim shirt. Wave elevated the look with a pair of ombré oval sunglasses and a trendy lived-in hairstyle.
XLOV at ULKIN
Who: Genderless K-pop group XLOV, consisting of Wumuti, Rui, Hyun, and Haru. The quartet is breaking the molds of traditional gender-based grouping with boundary-pushing visuals and genre-bending music.
Where: The runway of ULKIN’s SS27 show, where they performed their 2025 hit “1&only.”
What: Coordinated nude and gray ensembles that combined faded denim, skin-tight tops, fur accents and beauty statements, including acrylic nails, futuristic spiky buns and glowy makeup.
Ryujin at Greedilous
Who: Actor Tinnapat Tusnytraitep (Ryunjin), a star on the rise in the Thai BL scene. Ryujin has previously appeared in dramas such as Mr. Fanboy and Your Sky and has gained popularity through TV shows like DMD Friendship Reality, the Third Chapter.
Where: The front row of Younhee Park’s Greedilous on Day 4 of Seoul Fashion Week
What: Black leather pants styled with a sheer top that made a case for naked dressing in menswear. Then, the actor put a twist on dopamine dressing with a fuchsia blazer featuring velvet and floral print panels.
Patji at Greedilous
Who: Thai actor Jirachart Buspavanich aka. Patji. The actor is one of Domundi’s growing faces and has participated in TV productions such as Khemjira The Series, Mr. Fanboy and Your Sky. He has also earned recognition through DMD Friendship Reality, the Third Chapter.
Where: Younhee Park’s latest collection unveiling at the helm of Greedilous, which closed Day 4 of Seoul Fashion Week.
What: One of this season’s hottest trends: animal print, reinvented with a bright color palette. For a dose of maximalism, Patji paired the pink leopard-print shirt with a panelled maxi skirt.
Ohm at Doucan and Caruso
Who: Actor Ohm Thanakrit, who is steadily making a name for himself through screen productions such as Dinosaur Love and Your Third. Ohm has also appeared in Domundi’s DMD Friendship the Reality, It Takes Two.
Where: The front rows of homegrown brands Doucan and Caruso
What: At the Doucan show, Ohm opted for a playful gray jacquard shorts suit that perfectly channeled the designs showcased on the runway. Meanwhile, at the Caruso front row, the actor doubled down on contemporary tailoring, going for a white ensemble featuring a draped sleeveless top and matching relaxed-fit trousers.
