Milano Fashion & Jewels and Milan Loves Seoul are redefining the concept of internationalization through runway shows, networking, and new retail scenarios.
Milano Fashion & Jewels is heading to Seoul Fashion Week with a project dedicated to Italian brands, designed to support a structured entry into the Korean market.
Starting in February 2026, Milano Fashion & Jewels launched a collaboration with Milan Loves Seoul with the aim of strengthening the dialogue between Italy and South Korea and fostering new international development opportunities for Made in Italy brands. The Milano Fashion & Jewels x Milan Loves Seoul project offers Italian brands a comprehensive internationalization pathway combining exhibition, networking, and runway presence in Seoul.
A selection of five Italian brands will take part in an exclusive experience during Seoul Fashion Week, within a format designed to maximize visibility, relationships, and positioning.
A project spanning late August to September 2026
The initiative unfolds between late August and September 2026 through a program of activities that includes:
- Curated exhibition in the heart of Seoul
- Networking with buyers and international industry professionals
- Participation in Seoul Fashion Week
- Retail opportunities in the Korean market
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Exhibition in the heart of Seoul
From August 26 to September 5, 2026, the brands will be hosted at the Seoul Jewelry Support Center, located in a traditional hanok in the historic city center.
The curated exhibition concept is designed to enhance product value through cultural storytelling rather than a traditional trade fair approach, strengthening brand positioning.
Networking with key players at Seoul Fashion Week
On September 5, 2026, the venue will host a networking event with buyers, industry operators, and guests attending Seoul Fashion Week.
This represents a strategic opportunity to engage directly with the Korean market and build high-level international relationships.
International runway visibility
On September 3, 2026, the brands will take part in a fashion show organized during Seoul Fashion Week.
Selected jewelry pieces will be styled with creations by Italian designers and showcased on the runway before a qualified audience of buyers, international press, and influencers, turning the product into an active element of a contemporary narrative.
Pop-up store in Gangnam: access to the Korean retail market
From September 12 to 19, 2026, brands will also have the opportunity to participate in a pop-up store in Gangnam, one of Seoul’s main shopping districts.
This initiative combines visibility with a concrete commercial dimension, allowing brands to directly test the potential of the Korean market.
