Doucan, a women’s high-end contemporary brand (CEO Choi Choong-hoon), successfully concluded its 2027 S/S Seoul Fashion Week runway show held on September 1 at Dongdaemun Design Plaza (DDP) in Seoul.

Titled “LOOP: The Endless Becoming,” the collection drew on the motifs of nature’s cycles and the renewal of existence. Inspired by nature’s recurring transformations—such as flowers blooming and withering, and light appearing and fading—Doucan presented a stage that interprets disappearance as a process that leads to change and regeneration in another form.

Designer Choi Choong-hoon has been reworking images drawn from nature, light, time, and culture into original graphic artworks through drawing and digital processes. On this stage, he expanded these artworks through repetition and layering, visually realizing the process by which a single image is varied into multiple forms. The result was a presentation that combined Doucan’s signature painterly graphics with modern fashion silhouettes.

In terms of silhouettes, the looks were designed to shift shape with the wearer’s movement, using fluid draping, asymmetrical cutting, deconstructed structures, and layering. In particular, the delicate, sheer textures of chiffon and lace were set against the sturdy substance of denim and jacquard, proposing silhouettes in which lightness and structure are harmonized.

The brand also visualized the ideas of vitality and cyclical renewal through a rich color palette and reinterpreted floral motifs, while actively incorporating materials such as recycled polyester to directly reflect the theme of regeneration and circulation in the fabrics and textures.

(Image caption: A model walks the runway at the 2027 S/S Seoul Fashion Week “Doucan” fashion show.)

Doucan, in particular, elevated the collection’s completeness through a range of brand collaborations and official sponsorships. In collaboration with designer shoe brand ‘ELNORE,’ it presented stylish co-branded shoes, and with bakery brand ‘Brot Art,’ it created distinctive art bags made with bread as a material—expanding the boundary between fashion and object.

Sunglasses created in collaboration with eyewear brand ‘KNOWN’ were also added, further enriching the collection’s styling and the brand’s universe.

In addition, a variety of brands—including SHISEIDO, LEPS, freety lab, and vital habit—lent their support, adding further richness to the fashion show event.

The show was attended by numerous celebrities representing the entertainment and creator industries, including Oh Na-ra, So Yoo-jin, So Hyang, tripleS (Jiwoo, Yeonji, Xinyu, Lynn), CRAVITY (Seongmin, Jungmo), and Yeopjip Eonni’s Choi Sil-jang, underscoring the strong interest in the event.

The show also drew a large turnout of global fashion industry figures and buyers—more than double the number from the previous season. In particular, embassy representatives from more than 20 countries, including Canada and Türkiye, attended, once again highlighting the strong international interest in Doucan and its growing global presence.

Designer Choi Choong-hoon said, “I’m very happy and deeply moved to have successfully presented a collection that we’ve long deliberated over and prepared with great care in front of so many people,” adding, “I hope the message—that change is not disappearance, but a process that leads to new birth—was conveyed well through the show, and we will continue to create highly complete works unique to Doucan that can deliver new emotions even as time passes.”

Meanwhile, Doucan plans to continue expanding its own new art-couture territory by building on original graphic artwork and pursuing work that blends digital imagery with handcrafted sensibilities while breaking down the boundaries between art and fashion.