From the color-packed GREEDILOUS to the romantic Cahiers, these are our favorite runways from the latest edition of Seoul Fashion Week.
Seoul Fashion Week, South Korea’s biggest fashion showcase, held its latest edition from September 1 to 6. Across the six-day calendar, runways, exhibitions, and trade shows created a well-rounded picture of what the Korean fashion industry has in store for the Spring/Summer 2027 season.
The Zaha Hadid-designed Dongdaemun Design Plaza (DDP) served as the event’s main location for the 12th consecutive year. However, this season the organization also expanded SFW to Lotte World Tower in Jamsil, which now serves as a co-host venue.
With two of the city’s biggest landmarks as the backdrop, homegrown brands and designers showcased their ability to blend retro elements with current trends and the country’s high-end technology. The event also tapped into the city’s robust entertainment scene on and off the runway, inviting stars to showcase the deep bond between fashion, music, film and the arts.
Below, find the brands to know, support and keep on your radar from Seoul Fashion Week SS27, according to No Manners’ editorial team covering the event straight from Seoul.
HANNAH SHIN
Tech-couture brand HANNAH SHIN showcased its SS27 collection “LIMINAL: Iridescent Mythology,” on Thursday, September 3rd. Inspired by Edgar Allan Poe’s poem, A Dream within a Dream, the runway explored historical narratives about sleep and dreams.
Designer Hannah Shin interpreted the fine line between reality and fantasy (and the moment one’s body wakes up from slumber) through whimsical design: flowy skirts, sculpted bodices, heavily embroidered dresses, and 3D printing. Colors were muted, but enriched by texture—think: black lace, pearlescent sequins, nude leather—and scarce pops of lilac, pink and vivid green.
As it is the brand’s signature, technology took center stage. For the occasion, HANNAH SHIN co-developed an AI Multisensory Wearable Device with SOUND CARE. The device’s luminous output was a hallmark design element of the collection. Another tech-infused element in the show was the humanoid robot Ameca. Developed by Engineer Arts, the robot visually represented the threshold between human, technology, and art.
Meet the Designer
Though born in South Korea, designer Hannah Shin was raised in Jakarta and attended the Royal College of Art in London. Shin studied multiple art disciplines, including photography and painting. After graduating, she returned to Seoul with a penchant for innovation.
In 2022, Shin launched her namesake label. Based in Seoul, HANNAH SHIN pioneers tech couture, “where innovation meets elegance, and fashion becomes performance.” The brand has collaborated with Korean STEM giants KAIST, Angel Robotics and Stratasys to create garments with 3D printing, sustainable upcycling and AI robotics. On the entertainment front, the brand has also dressed A-listers such as BLACKPINK, NCT’s Jeno and HAN of Stray Kids.
CAHIERS
Kim Ayoung’s CAHIERS unveiled its SS27 collection “L’Heure Dorée, The Golden Hour in Saint-Tropez,” on September 4. Inspired by the glamour, ease and elegance of women vacationing in Saint-Tropez’s most famous resorts in the 1980s, the collection channeled Cahiers’ romanticism with flowing silhouettes, warm colors and purposeful tailoring.
On the runway, sand-dust colors, layered ruffles and lightweight fabrics merged seamlessly with the images of paradisiacal beaches projected in the backdrop. Color-wise, the palette spanned muted earthy colors like taupe, sandy yellow, dust pink and warm vibrant shades such as pink punch, peach and light green, making the collection a perfect wardrobe for a summer vacation getaway.
Photos Courtesy of Cahiers
Meet the Designer
Helmed by Korean designer Kim Ayoung, CAHIERS opened its doors in 2014, crafting womenswear that emphasizes the body’s natural lines and captures the satisfaction of “a beautifully crafted piece.”
Kim, who honed her skills studying and working in Paris, named her brand after the French word for “notebook.” More than a decade later, CAHIERS’ garments continue to serve as a creative canvas for Kim’s thoughts, passions, and ideas.
GREEDILOUS
Closing out day four of Seoul Fashion Week, GREEDILOUS presented “THE LITTLE PRINCE: ASTEROID G-78” at Lotte World Mall World Park. Inspired by the French classic The Little Prince by writer and aviator Antoine de Saint-Exupéry, the collection centered on the experience of life and love.
Channeling GREEDIOLOUS’ playful and color-packed universe, “THE LITTLE PRINCE: ASTEROID G-78” featured a series of chromatic and printed looks. Models walked down the runway, clad in ruffled dresses, graphic tees, and two-piece sets that combined tailoring with streetwear. On the catwalk, prints, colors and textiles like tweed, lace and chiffon coexisted alongside chunky footwear, playful hairstyles and sports bags. A rose motif threaded the collection together, taking various forms to symbolize the different forms of love.
Merging fashion, live music and tech, the big spectacle also included a presentation by the Lotte Kids orchestra and a footwear team-up with Adidas. Meanwhile, robots from leading tech company Robotis opened and closed the runway. Reinforcing the night’s otherworldly theme, the finale featured Greedilous founder Younhee Park walking alongside a robot in a matching ensemble.
Meet the Designer
After working 15 years in the fashion industry, Park Younhee launched GREEDILOUS in 2009. Her background in industrial design gave her the footing to produce products with her signature bright colors and geometric patterns, earning her the nickname of “The Queen of Print.” The products are manufactured in South Korea and designed to promote the happy-virus consumer mentality.
Thanks to the combination of tech, bold visuals and innovative clothing, GREEDILOUS has made a name for itself internationally. In addition to Seoul, the brand has presented collections in Guangzhou, New York and Vietnam.
BIG PARK:
Titled ”EXPANDED CONTINUUM,” BIG PARK:’s latest collection looked back to the past as a driving force for the future. Instead of erasing the past, designer Park Youn Soo explored ways of expanding the past into the present. On the runway, the idea translated into precise tailoring, proportion play and bold prints.
Sharp tailored blazers, balloon pants, and floral elements, from rich prints and appliqués to large flower arrangements, set the tone for the runway. Models walked down the runway in choppy blonde bobs and microbangs, dressed in voluminous tops and skirts with flounces, draped gowns and sharply tailored suits.
Photos courtesy of BIG PARK:
Meet the Designer
Fashion designer Park Youn Soo founded BIG PARK: in 2012. Prior to establishing the brand, the designer spent decades in the industry at his namesake brand, PARK YOUN SOO COLLECTION.
As a designer, Park has collaborated with Incheon International Airport to create uniforms for the Korean national archery team. He is also a founding member of the Seoul Fashion Arts Association, created by twelve prominent designers in 1990. The organization put the Korean fashion industry on the biannual schedule like other major fashion capitals and encouraged the Korean public to regard fashion as cultural expression rather than a niche for upper classes.
At its core, BIG PARK promotes responsible, minimal fashion waste. From initial conceptualization to packaging, their products are produced in-house at BIG PARK’s Seoul headquarters, reminding people that good fashion doesn’t have to come at an environmental cost.
MMAM
On September 3, MMAM unveiled its SS27 collection, “Doodle Oblique.” Expanding designer Park Hyun’s signature doodle-inspired design, the collection transformed repetitive doodle lines into three-dimensional draping, sculptural forms and fluid silhouettes. Park interpreted doodles as pared-back minidresses, deconstructed tailoring, cutouts and rich draping across 30 looks.
Polished and detail-oriented, the collection kept things minimal in the color department. The palette was primarily composed of sober and muted hues, with gray, black and khaki dominating the lineup. Scarce pops of blue and white balanced things out.
On the runway, MMAM embraced pop culture, enlisting actors Thomas and Kong to walk the runway and bringing the spotlight on the rising Thai entertainment scene.
Meet the Designer
Founded by Hyun Park, MMAM (Maison Modern Art Museum) is a womenswear brand exploring and reimagining the art of doodling through fashion. Park chose the name of the brand as a nod to abstract and modern art and has based all her collections on the nostalgia doodling evokes.
