Seoul Fashion Week strengthens its partnership with Tranoi with a second showcase in Paris

SEOUL SUPPLEMENT: The South Korean fashion scene is heating up — in Paris.

Tranoi Salon and Seoul Metropolitan Government revealed that a second edition of the showcase of the Seoul Fashion Week would be held during the next Paris Fashion Week, under an extended cooperation agreement signed last March.

Strengthening its partnership with Seoul Fashion Week is "a sign of Tranoi's intention to be the creative center of fashion week, where [visitors] come to discover new brands, international trends,” said Boris Provost, Managing Director of Tranoi.

Beyond the October Paris edition, this marks Tranoi's desire to consolidate its position in Paris in 2023 before starting its development of editions elsewhere from 2024, particularly in Asia, continued the director of the show. A Shanghai edition, in partnership with Ontimeshow, was launched in 2019 but was cut short by the COVID-19 outbreak.

As part of this revival, the Korean fashion showcase will expand its development-oriented teams internationally in an attempt to "develop fashion brands representative of [South] Korea that everyone would know," Hyejeong Cho, director of the beauty fashion industry division at the Seoul Metropolitan Government, told WWD in an email.

"The ultimate goal is to solidify Seoul Fashion Week's position as the first week of Asian fashion and one of five major global fashion weeks with ongoing global networking and public relations activities," Cho continued, adding that Paris remains "the dream country for anyone working in the fashion industry. mode".

SMG has also signed agreements with other cities, including London, Milan and Wuhan, in China.

It is also a reflection of the evolution of South Korean fashion, driven by brands of street fashion that has accelerated in a national fashion industry previously dominated by big corporations, Cho continued.

"These street brands grew rapidly in just seven years to become mega fashion brands with sales figures of 100 billion Koreans earned [or $72 million], compared to the 19 years it took Korean corporate fashion brand Kuho to reach its current mega status,” Cho explained. /p>

Participant in the spring 2023 edition of Tranoï, the first under the creative direction of Christelle Kocher, are Mmam, Lie, Sungju, Jeong Hee Jin, Seokwoon Yoon, Kumann Yoo Hye Jin, Tibaeg, Doucan and upcycling brand Ulkin, which Cho described as still a new approach for the Korean fashion scene but "a dark horse that is gaining popularity thanks to its huge following and...