The Seoul Metropolitan Government (SMG) is holding the 2022 F/W Seoul Fashion Week (SFW) for six days from March 18 (Fri) to 23 (Wed). This season’s event will again be in a hybrid digital-physical mode. What is noteworthy this time is that four Korean designer teams from SFW will make their debut in Paris Fashion Week on March 6 local time.
Seoul chose Lee Jung-jae, Netflix series Squid Game star and one of Korea’s most famous actors, as the Global Ambassador for the 2022 F/W SFW. The city will premiere the fashion show’s promotional video via Youtube on March 4 (Fri). Lee will star in the video wearing EENK and CARUSO, Korean designer brands that will debut in Paris Fashion Week, to promote SFW’s designs around the globe.

The Seoul Metropolitan Government (SMG) is holding the 2022 F/W Seoul Fashion Week (SFW) for six days from March 18 (Fri) to 23 (Wed). This season’s event will again be in hybrid digital-physical mode. What is noteworthy this time is that four Korean designer teams from SFW will make their debut in Paris Fashion Week on March 6 local time.
Seoul chose Lee Jung-jae, Netflix series Squid Game star and one of Korea’s most famous actors, as the Global Ambassador for the 2022 F/W SFW. The city will premiere the fashion show’s promotional video via Youtube on March 4 (Fri). Lee will star in the video wearing EENK and CARUSO, Korean designer brands that will debut in Paris Fashion Week, to promote SFW’s designs around the globe.

The 2022 F/W SFW has three major programs. First, the city government will open the very first SFW pavilion in Tranoïtrade show during Fashion Week in Paris (March 4 (Fri) to 7 (Mon). In addition, to advertise the Seoul Collection, five internationally acclaimed supermodels including Sora Choi will wear clothes made by the Korean designers debuting in Tranoï.


Four Korean designer brands—EENK, LIE, WNDERKAMMER, DOUCAN—will showcase their designs at the Palais Brongniart during Paris Fashion Week. It is the first time that Korean local designers display their clothing on the runway show in Paris Fashion Week under the title of the Seoul Fashion Week.

Seoul said it would cooperate with Tranoïto actively assist Korean designers with expanding their businesses during Paris Fashion Week, where world’s most influential fashion buyers gather. The city is committed to laying the foundation for the Korean fashion industry to grow internationally. The 2022 F/W SFW will be live-streamed via multiple online platforms, including Youtube, Naver TV, and Tik Tok.


Second, the SMG prepared an offline fashion show for the first time in three years after the outbreak of COVID-19. The offline stage will be installed at the Seoul Museum of Craft Art. It will also be live-streamed on Youtube, Naver TV, and Tik Tok. However, the number of in-person participants can be limited following the government’s containment guidelines.
This fashion week will also produce eight videos of runways in pre-production with AR and VR technologies. Namsan-gil, Seoul Battleship Park, and SeMA will star in the videos to show Seoul’s attractiveness.

Third, Seoul organized the SFW On-site Exhibition for the general public to buy designer clothes from the show. Anyone can try products of over 100 designer brands and make a purchase at a discounted price.