Making its debut during the Milan Fashion Week, “Milan Loves Seoul” - an event that will take place from 23 to 26 February at Casa Degli Artisti in Milan - is not only a project linked to the Made in Korea fashion and beauty,  but focuses on the acceleration of cultural exchange and dialogue between Italy and Korea. Created to promote Korean designers who excelled during last Seoul Fashion Week, the project includes an agenda full of masterclasses, debates and exhibitions on the topic. Istituto Marangoni has been chosen as Educational Partner of the event, and will host a series of activities that will involve the city of Milan.

On 24 and 25 February, visitors can enjoy “K-fabrics: a contemporary style revolution”, an exhibition of outfits crafted by some alumni of Istituto Marangoni Milano with fabrics supplied by innovative Korean textile companies that are partners of KOTRA, the Korean Trade- Investment Promotion Agency. “Through the partnership with Kotra, alumni had the opportunity to work with high-quality, sustainably-sourced materials, while also highlighting the importance of innovation in the Korean textile sector. The outfits that will be exhibited represent a mix of tradition and modernity, with fabrics that incorporate advanced technologies, unique styles and surprising details", comments Irene Festa, Program Leader of Fashion Design at Istituto Marangoni and curator of the exhibition.

Furthermore, in a fascinating exploration of the Korean world, the panel discussion “Behind the Hype: investigating the K-fashion phenomenon” moderated by Francesca Delogu, Fashion & Lifestyle Journalist and Editorial Advisor of Istituto Marangoni, features as speakers Francesco Fioretto, Istituto Marangoni Research and Education Director, and Kim Dae Sung, founder and creative director of the Korean brand Kimoui, as well as Alumnus of Istituto Marangoni Milano. The talk will be held on Saturday 24 February at 5.00 pm, and will be open to the public upon registration.

Finally, the 12 Korean designers who present their collections at Milan Loves Seoul will have the opportunity to follow an exclusive masterclass on distribution strategies held by Adriana Camerini Saralvo, professor of Fashion Business at Istituto Marangoni Milano and expert in Trend Analysis, Luxury Goods, Retail and Marketing Strategy.

The event will end on February 26th with an invitation-only fashion show, in which the creations of the Korean designers will be presented to the press, influencers and professionals, and the best designer will be announced according to a jury in which also Diana Marian Murek, Director of Education of Istituto Marangoni Milano, will judge the designers according to the criteria of sustainability and innovation, expression of Korean culture as well as preparation for the Italian market.

Milan Loves Seoul official agenda: milanloveseoul agenda