[Photo courtesy of Seoul City, 25 F/W Seoul Fashion Week]

On Monday, September 1st, the grand opening of the '2026 S/S Seoul Fashion Week' will take place on Deoksugung-gil, marking its 25th anniversary.

The brand opening this season's Seoul Fashion Week is 'Andersson Bell', known for its contemporary sensibility. Notably, this is the first time a solo brand show will be held outside DDP, drawing significant attention from domestic and international media and industry insiders.

[Photo courtesy of Andersson Bell, 24 F/W Milan Fashion Week]

The theme of Andersson Bell's 2026 S/S collection is 'Soft Clash'. It combines contrasting elements such as structural silhouettes and organic materials, classic and futuristic sensibilities, shyness and boldness, all on one stage, conveying the message "Even disparate emotions can coexist." The design inspiration comes from the bold yet serene color field paintings of Mark Rothko and the twisted attitudes of 90s icons PJ Harvey and Jarvis Cocker.

This show marks the third collaboration with Robbie Spencer, promising special synergy in Seoul following Milan. Additionally, it will unveil a global collaboration project set for a 2026 release. The collection with Clarks, Crocs, and Brain Dead will showcase a new journey encapsulating Andersson Bell's unique vision.

Another highlight of this event is global top model Shin Hyun-ji. Having graced the runways of major high-end brands across the Big Four fashion weeks in Paris, Milan, London, and New York, her appearance is expected to captivate the attention of domestic and international buyers and media present.

Meanwhile, the 2026 S/S Seoul Fashion Week will run for seven days from Monday, September 1st, starting with Andersson Bell's opening show until Sunday, September 7th. This season will feature a variety of stages set against the backdrop of Seoul's landmarks, including Deoksugung-gil, Heungcheonsa Temple, and the Oil Tank Culture Park, in addition to DDP. It includes runway shows from 15 brands, presentations from 9 brands, and 3 off-shows, alongside an order exhibition with 76 brands and a showroom tour for 30 brands, providing a multi-layered business platform for global fashion stakeholders.

[Photo courtesy of Seoul City, 26 S/S Seoul Fashion Week Key Visual]

Each brand presenting at the fashion show is set to offer a diverse array of entertainment through uniquely creative stage productions. RE RHEE is garnering anticipation by showcasing its brand identity from a new perspective through a collaboration with installation artist Hong Soo-jin, based on three-dimensional work. CEEANN will kick off the show with a media performance by underground electronic artist Lee Myung, and conclude with a performance by top domestic jazz vocalist Nan A-jin and the band Jeonja Gongbang, delivering a performance that transcends fashion.

Additionally, the 'Berlin Showroom', organized by Berlin Fashion Week, will be joining the Seoul Fashion Week stage for the first time. Moreover, a special networking party celebrating the 25th anniversary will be held at EQL in Seongsu-dong, promising a vibrant festival that connects the past, present, and future of Seoul Fashion Week.