British premium brand DAKS successfully concluded its '2025 FW Fashion Show' held at the Shilla Hotel in Seoul on the evening of October 24.

DAKS' first domestic fashion show in 12 years showcased the present of 'Modern British Classic,' an event that combined bold innovation with 131 years of heritage, bridging generations.

The event was attended by the British Ambassador to Korea and representatives from the London headquarters, along with customers of various ages, key distribution buyers, and opinion leaders who have served as DAKS ambassadors, totaling over 300 attendees. At the venue, the British Ambassador delivered a congratulatory message, adding special significance to the brand's authenticity based on British classics.

This event was planned as more than just a fashion show; it was a celebration where customers could experience the brand's sensibility and culture in a comprehensive manner. Under the calm guidance of an announcer, the event featured a variety of programs, including a fashion show, dining, performances by popular singers, and a lucky draw event. Attending customers had the opportunity to experience the elegance of the British classic brand with all their senses amidst a stage combining fashion, music, and gourmet experiences.

The theme of the 25FW collection was 'A Winter Walk Through London.' Inspired by iconic streets and locations in London, such as Notting Hill, Regent's Park, Savile Row, and Annabel's Social Club, it captures the leisurely sensibility and seasonal depth that flow through a day in the city.

'Notting Hill' featured original patterns reminiscent of suede and fallen leaves, capturing the cozy atmosphere of autumn. In particular, it injected freshness with unique styles that break away from the typical trench coat, using materials like suede and quilted down. 'Regent's Park' emphasized luxury with cashmere and a modern reinterpretation of the house check. Key items included coats with prominent check patterns and aran knits with three-dimensional cable weaves.

The 'Savile Row' themed collection focused on the 'Double D' logo pattern and calm colors such as gray and navy. The main items were setups applying delicate tailoring techniques, aiming to capture the dignity of the London street renowned for its high-end tailor shops. Lastly, the 'Annabel's Social Club' showcased a new, bolder, and more glamorous side of DAKS with jewel-toned taffeta and mohair materials reminiscent of gemstones.

Luc Goidadin, LF DAKS CD, expressed, "I am sincerely grateful that many have resonated with DAKS' new attempts and changes, which continue to innovate with the sensibility of the times while preserving the essence of the brand." He added, "I hope this fashion show becomes a turning point for our premium brand to take a step further, transcending time and generations."

Meanwhile, DAKS plans to accelerate its brand innovation following this fashion show. The strategy includes continually presenting sophisticated and stylish collections that resonate across generations, while actively promoting the brand's direction through various integrated marketing centered on 'Modern British Classic.' Ultimately, the goal is to establish a unique position as an ageless premium brand where tradition and innovation coexist.