Ask anyone what are the world’s top fashion capitals and most would answer London, New York, Paris, Hong Kong, Tokyo and other countries that have held this position for centuries. But there’s a special newcomer from Asia among the regular names in Global Language Monitor’s annual ranking of ‘Top Fifty Fashion Capitals’. Much of this success rides on the hallyu, literally meaning the ‘Korean wave’ that has swept the world. The fashion sense of Seoul is one of them.
Compared to the bold and daring choices of Tokyo’s fashionistas and the more formally-dressed Hong Kong crowd, Seoul’s residents present playful, creative identities from a very young age, with a flair for chic sophistication ranging from do-it-yourself items to wearing top international brands. Some Korean designers have even gained international recognition such as Lie Sang Bong, Doii Lee and Choi Bok Ho, who have presented their collections at fashion weeks around the world.
Korea quickly became recognized as one of the fastest-growing markets for western brands as luxury fashion flagship brands in the city settled mainly along the up-market area known as “The Beverly Hills of Seoul” in Apgujeong. Just like its Californian counterpart, Apgujeong also boasts its own version of Rodeo Drive called Rodeo Street. It can be easily spotted by an archway welcoming shoppers to a multitude of stores where international designer labels sit alongside local brands.
Stroll a little further down and you will find Garosugil, yet another upscale street lined with trees, posh cafés, department stores and individual clothing brands. Many of Korea’s famous celebrities spend their time with friends, colleagues or lover here. If you spot a black van with heavily tinted windows, it is highly likely to be transporting someone famous. Korean designer Choi JiHyung, one of the favorites at Seoul Fashion week, has settled in the area with her brand, Johnny Hates Jazz.
Both artistic and younger crowds can be found in areas near universities, which also happen to be the places where trends often begin. Near the gate of Ewha Women’s University, you can find a dense market mainly for women with a fair share of stalls for men. Franchise stores are also increasing in numbers around the area. Famous art school Hongik University is located in Hongdae where small boutiques, specialty stores and street stalls flourish. Come on a Saturday to see the Hongdae Free Market where local artists display their creations including paintings, clothes, bags and accessories. The open air market gets livelier when street performers set up impromptu performances here and there.
Insadong is an area known for its antiques and oft-visited by tourists who are looking for traditional crafts. The tourists always find more than they expected: The main road and the alleys are filled with small eclectic museums, art galleries and Korean restaurants. Don’t miss the Ssamziegil complex, a semi-open multi-level art, culture and shopping destination topped with a pleasant rooftop garden.
But Myeongdong remains the most popular among locals and tourists alike. Every afternoon until late, the main streets would be packed for sure with shoppers and street vendors. Apart from clothes and accessories, beauty stores compete head to head with one another. Even one brand can have multiple outlets located only a few meters apart. The crowds are most abundant during weekends but you can expect them on weekdays as well. It can be a bit stuffed for those who prefer a casual stroll, but to miss out on Myeongdong would be a shame.
A quick round-up shows that Seoul is still growing quickly with no signs of stopping anytime soon. Even if the hallyu fades, the city’s fashion persona is showing signs of being strong enough to stand on its own feet. l
