Lotte Department Store will host four days of Seoul Fashion Week runway shows, NCT events and fashion pop-ups at its Jamsil complex in September.
Seoul Fashion Week moves onto a sprawling department store lawn next month, with Lotte hosting four days of runway shows at its Jamsil complex in an arrangement the retailer says is the first of its kind.
Lotte Department Store said Wednesday it will stage the 2027 spring/summer edition with the Seoul Metropolitan Government from Sept. 3 to 6 on the World Park lawn at Lotte Town Jamsil, in Songpa District, southern Seoul.
The wider event runs from Sept. 1 to 6 and opens at Dongdaemun Design Plaza in Jung District, central Seoul — where it usually runs — with 31 brands showing across the two sites.
The Jamsil runway opens with Kimhekim, the Seoul label that shows in Paris, which is presenting a collection marking its 10th year of the brand’s launch. Greedilous follows on Sept. 4 in a show staged with the Kids Orchestra that Lotte runs.
Sept. 5 brings a Dunst show and a joint runway shared by General Idea, EBM and Mahagrid.
The lawn also carries an exhibition marking the 10th anniversary of the K-pop boy band NCT from Sept. 4 to 6, alongside an Adidas experience space. On the closing day, Sept. 6, NCT members’ stage costumes and memorabilia will be part of a charity sale and runway show.
Lotte is building its own promotions around the week. A pop-up selling Kimhekim’s 10th anniversary archive pieces opens at Avenuel Jamsil from Sept. 2 to 20, and a Korean fashion pop-up runs at Kinetic Ground, the K-fashion hall on the second floor of the Lotte Department Store’s Jamsil branch. Lotte Fashion Week discounts run across every department store, outlet and shopping mall in the group.
“Lotte Department Store, the country’s leading retail platform, will do its part to lift the competitiveness of Korean fashion by widening the chances to experience Korean brands,” Park Sang-woo, head of marketing at Lotte Department Store, said.
BY KANG BO-HYUN [cho.yongjun1@joongang.co.kr]
This article was originally written in Korean and translated by a bilingual reporter with the help of generative AI tools. It was then edited by a native English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.
