July Column Set to Hit 2026 FW Seoul Fashion Week… A Modern Reimagining of Korean Heritage

Luxury fashion house JULYCOLUMN, known for reinterpreting Korea’s heritage and architectural structures through a contemporary sculptural language, will unveil a new collection at the 2026 FW Seoul Fashion Week.

This season, JULYCOLUMN finds women’s inner strength and presence in the structural beauty of Korean architecture. The starting point for the designs lies in the balanced sculptural aesthetics of jade craftsmanship passed down by master artisan Kim Young-hee, a National Intangible Cultural Heritage holder in okjang (jade craftsmanship). Long a symbol of protection and authority, jade—small yet resilient, with a quiet presence—forms the foundation of the season’s silhouettes.

In addition, the curves and layered structures seen in traditional Korean tiled roofs extend into the garments’ forms and sculptural construction. Gently flowing lines, stacked structural quilting, and shapes that wrap and support the body clearly reveal JULYCOLUMN’s perspective of clothing as structure rather than ornament. Rather than exaggerated femininity, the garments capture a strength that emerges naturally through posture and movement—never constraining the body, but completing their form as the wearer moves. This also resonates with the philosophy of Korean architecture, which has long shaped form in coexistence with nature.

The 2026 FW season also embraces the theme of the passage and cycle of time. Archive pieces from the 1970s to 1990s kept by the family, unfinished garments, and clothing and textiles that were on the verge of development—or nearly discarded—are reborn into new structures through processes of deconstruction and reassembly. A handcraft-driven approach—transforming a coat into a skirt, or weaving threads into sculptural garments—demonstrates JULYCOLUMN’s commitment to eco-conscious recycling. This method most directly expresses the brand’s cyclical design philosophy, rooted in respect for time, which it has continuously explored.

In particular, the brand’s signature tiled collar is reimagined with a detachable structure, adding symbolic meaning to both form and method through the tile detail placed at the final stage of assembly.

Rather than chasing disposable trends, JULYCOLUMN has consistently explored how a fashion house can build a distinctive language through form, craftsmanship, and sustainability. Its structural silhouettes, atelier system, and cyclical design philosophy are the result of time accumulated by the brand, and this season will offer the most concentrated experience yet of JULYCOLUMN’s world.

Departing from the traditional straight runway, the show unfolds in a cinematic space that translates the sensibilities of cinemas and theaters into the language of fashion. The audience becomes not merely “viewers,” but participants who remain within the scene; within carefully calculated movement and pacing, the garments appear like scenes, and light, space, and the body connect in a single rhythm. It is a choice designed to let audiences experience this collection—centered on structure, movement, and the flow of time—in the most three-dimensional way.

JULYCOLUMN’s 2026 FW collection will be unveiled on February 5 at 3 p.m. at Art Hall 1, Dongdaemun Design Plaza (DDP).