Following the success of its previous edition, Milan Loves Seoul returns to the South Korean capital from September 3 to 19, 2026. The event will place Seoul at the centre of a new series of encounters between Italian creativity and the Korean fashion industry, through runway shows, business opportunities and cultural exchange.
The goal remains unchanged: to foster cultural and commercial exchange between Italy and South Korea through fashion, innovation and creativity, connecting designers, brands, buyers, media, institutions and creative communities from both countries.
This edition’s programme celebrates the diversity and contemporary vision of Italian fashion and unfolds across several days, connecting Made in Italy with the Korean market and audience through three key moments: an exclusive runway show followed by an evening party, a day dedicated to press and buyers, and a curated Pop Up Store giving the Korean public the opportunity to discover a selection of fashion, jewellery, fragrance and accessories brands.
Through the dialogue between Italian craftsmanship and Korean innovation, Milan Loves Seoul aims to create new opportunities for international visibility, networking and collaboration, strengthening the relationship between Italian brands and Seoul’s local fashion ecosystem.
The Opening: The Italian Noir Club
The official opening will take place on September 3 at CAVEHOUSE in Seoul, with an event unveiling this edition’s concept: “The Italian Noir Club”. The concept brings together the atmosphere and aesthetics of Italian film noir with Seoul’s contemporary creativity, creating a cinematic encounter between the two cultures.
Six Italian brands will take to the runway — Ludovica Gualtieri, Lorena Antoniazzi, Denisa Rad, Angela Lasalandra, Bottega Bernard and Marbell — showcasing material research, artisanal savoir-faire and clearly defined brand narratives. The backstage beauty experience will be overseen by glow, as Main Skincare Sponsor. The evening will continue with a networking-focused Afterparty featuring Portofino Gin and Consorzio Tutela Prosecco DOC, representing Italian excellence and lifestyle.
A Focus on Business and Industry Professionals
On September 5, activities will move to the Seoul Jewellery Industry Support Center for the Press Day & Buyer Showcase, an event designed to facilitate the entry and positioning of Italian companies in the Korean market. The showcase will feature a selection of Italian fashion, jewellery, fragrance and accessories brands, complemented by a special curated selection from the international trade fair Milano Fashion & Jewels and Milan-based showroom The Parlor, which specialises in scouting and representing contemporary brands distinguished by quality, innovation, sustainability and a strong identity.
The Pop-up Store in Gangnam
From September 12 to 19, the event will open its doors to the wider public with a Pop-up Store at ME SPACE (22, Seolleung-ro 153-gil, Gangnam-gu, Seoul), in the Gangnam district. The exhibition and retail space will give Italian brands the opportunity to connect directly with Korean consumers, fashion enthusiasts, buyers and industry professionals.
The exhibition will also feature a selection of Korean designers curated by Yongdae, a fashion platform dedicated to connecting emerging Korean talent with international markets. Yongdae brings an authentic local perspective to the project, preserving each brand’s creative identity while encouraging cross-market dialogue.
The Pop-up Store experience will be supported by Consorzio Tutela Prosecco DOC, Portofino Gin, Todaro Winery and glow, creating a Made in Italy journey spanning fashion, lifestyle, beauty and beverage. As Main Skincare Sponsor, glow will have a dedicated space where visitors can discover, try and purchase products from its skincare line. Throughout the week, the venue will also host brand activations and interactive experiences for the public.
By bringing together Italian craftsmanship and Korean innovation, Milan Loves Seoul continues to establish itself as a platform for international visibility, meaningful networking and concrete collaborations within Seoul’s fashion ecosystem.
