Last weekend, the crowds outside the Dongdaemun Design Plaza had nearly returned to their pre-pandemic size, gathered to celebrate another edition of Seoul Fashion Week. The city has more or less returned to normal as well. Shops and cafes are crowded with unmasked people, while tourists, a rare sight over the last two years, have arrived en masse, eager to take in the very trendy trappings of K-culture currently resounding around the globe.
That includes fashion, of course, but while the streets and boutiques remain as stylishly appointed as ever, the city’s Fashion Week is still in a state of recovery—understandably so. This season saw a significant push forward from the last in a clear attempt to capitalize on the overseas hunger for all things Korean. There was a flashy new circular stage that dispensed with the traditional catwalk, and a string of pop-up booths including a photo opp with the Mercedes-Maybach designed by the late Virgil Abloh. The biggest get: the appointment of NewJeans, K-pop superstars of the moment, as the global PR ambassadors of Seoul Fashion Week.
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