South Korea


Korean culture is having a serious moment in the global spotlight. First, there was a surge in interest in the K-Pop music genre, and now K-fashion is having its turn, too. Seoul’s fashionable youth have caught the world’s attention with their unique contemporary styles, largely inspired by street style fashions and urban wear.

With tonnes of promising fashion talent popping up in the city, and Seoul Fashion Week expanding season on season, it’s becoming increasingly apparent why Seoul has gained a reputation as East Asia’s leading fashion capital.

Key fashion events and attractions

Seoul Fashion Week (each March and October)

Having become a global phenomenon in recent seasons, Seoul Fashion Week has helped put Korean fashion on the map.

Simone Handbag Museum

The Simone Handbag Museum is dedicated entirely to handbags and displays 300 items dating from 1550 to the present day.

The cost of shopping

A pair of jeans will cost an average of
$33-$98 USD / £25-£76

A summer dress will cost an average of
$25-$66 USD / £19-£51

A pair of running shoes will cost an average of
$49-$107 USD / £38-£82

Top fashion college


ESMOD is the world’s first and oldest fashion school, headquartered in France. The Seoul campus has been open since 1989 and has seen many students graduate to secure jobs with top national and international brands.

Seoul is definitely one of the top emerging fashion capitals. In a country that was only formed in 1953, and where there are no 100-year-old fashion brands, the legacy isn’t there so it has created a clean sheet for creativity. Instead, young designers lead the way, creating trends themselves in a country that is youth-driven and rife with modern pop culture.

Justine Tabak

Where to shop

For affordable fashion

With over 1,000 outlets selling clothes, shoes, accessories, jewellery, and handbags, Myeongdong Market is the place to go in Seoul if you’re seeking affordable fashion finds.

For luxury brands

You’ll find Seoul’s rich and famous shopping in Apgujeong. The upmarket shopping district is lined with chic designer shops, department stores and beauty clinics.

For vintage

Insadong is a vibrant district with dozens of quirky outlets including vintage shops, antique shops, bookshops and teahouses.

Myeongdong Market