Invest KOREA

Hold 'Milan Loves Seoul' event during the Fashion Week, debuting 12 Korean brands

KOTRA (President Yu Jeong-yeol), an agency under the Ministry of Trade, Industry and Energy (Minister Ahn Duk-geun), will hold the Milan Loves Seoul event (MLS) in Milan, Italy on February 23-26 in partnership with local fashion officials.

MLS is the first event held this year to bring new Korean fashion brands to Italy, a center of the fashion industry. This event will allow twelve emerging Korean designer brands to make their debut in Europe. In particular, the event will be held during Milan Fashion Week (Feb 20-26), when major fashion buyers from around the world gather, to maximize the effect.

The event is significant in that it enables both product promotion and business opportunities through ▲ product exhibition ▲ master class ▲ business talk ▲ fashion show and ▲ networking event. Along with products of 12 brands, fashion works made of Korean fabrics through collaboration between Istito Marangoni, a prestigious Italian fashion school, and KOTRA will also be showcased at the exhibition In addition, a total of seven master classes and business talk sessions will be presented with masters from the Italian fashion industry and Korean beauty experts participating as speakers.

On top of that, a fashion show will be held for leading buyers and local fashion figures on the last day of the event (Feb 26). Three Korean companies will showcase their products, while networking event between Korean companies and buyers are also scheduled. One participating company will be given an opportunity to display at 10 Corso Como Milan, a famous Italian fashion concept shop, for free of charge for a certain period.

KOTRA's Milan Trade Center said, "it is encouraging that interest of Italians in Korean culture and content is spreading to the fashion and textile industries" adding that "the purpose of this project goes beyond showcasing Korean designers works in Italy, which is to lead to practical business outcomes."

Meanwhile, KOTRA has already confirmed that the 2nd MLS will be held in February next year. And it also plans to support overseas expansion of Korean fashion companies through collaboration with local fashion distributors in Shanghai and Tokyo this year.



Source: KOTRA (Feb. 22, 2024)