This September, Seoul’s fashion capital will welcome an extraordinary cultural exchange as Milan Loves Seoul 2025returns with its fourth edition, presenting the theme “Estate Italiana.” More than a fashion show, this event promises a celebration of identity, craftsmanship, and innovation — blending Italian elegance with the bold energy of Korean creativity.
Milan Loves Seoul – A Global Runway in Seoul
Scheduled for September 7, 2025, during Seoul Fashion Week (SFW25), Milan Loves Seoul will transform the city into a stage where design, fashion, art, and music converge.
The event is produced by Happy Company, with artistic direction by Giulia Guajana (VerdeAcqua), and supported by sponsors including Barilla, Eleven Huesday, StripTags, Gin Portofino, Prosecco DOC, and more.
By situating itself in Seoul, the project highlights the city’s growing role as a global fashion capital, showcasing how two cultures — Milan and Seoul — are not just sharing space but weaving together a new narrative of collaboration.
? Dates: September 6–7, 2025
? Venues: TAES (exhibitions and parties), Neuromeka (fashion show)
? www.milanloveseoul.com
The Collections: Italian Craft Meets Korean Innovation
The highlight of Milan Loves Seoul is its runway showcase, presenting collections from emerging and established Italian designers, in collaboration with Korean creative brands.
Francesca Cottone – “CTRL”
The CTRL collection is a stylish short circuit of contrasts: strength and softness, tradition and urban energy. Sharp tailoring meets the raw pulse of city life, creating a personal language that transcends labels. Bold lines, dynamic silhouettes, and shifting tones rework preppy culture and early 2000s nostalgia through a modern lens. Functional details carry strength and attitude, while elegance adapts to the rhythm of luminous days and electric nights.
Blending the vibrancy of Korean street style with the precision of Italian tailoring — a signature of Francesca Cottone’s — CTRL celebrates identity, freedom, and fearless self-expression. For this season’s show, CTRL is collaborating with Korean brands Finoacinque and Lesaut.
Denisa Rad – “Chiaroscuro Bloom”
For Spring/Summer 2026, Denisa Rad presents a collection defined by purity, playfulness, and contrasts, with a sensibility that is both sharp and romantic. Minimalist silhouettes are reimagined through architectural layering, tactile nuances, and a balance of structure and fluidity.
Airy volumes, sculptural ruffles, cropped tailoring, and tiered skirts sketch a rhythm between restraint and freedom. Uniform-inspired details — such as berets, sailor caps, and corset-like bodices — add discipline, softened by gestures of romance. Colors evoke fragments of summer memories: crisp whites recall sunlit stone, deep blacks echo dusk, soft lilacs bloom at dawn, and buttery yellows are wrapped in the warmth of morning. The result is a choreography of dualities — clarity and exuberance, fragility and strength — where elegance flows with ease, alive like fabric caught by the summer wind.
For the show, Denisa Rad is collaborating with Korean brands Pipetta, Gitsam, and Pleatsmama.
Aendor Studio – “AESSENZA”
In an era where essence dissolves amid surface and noise, this collection reflects the fragmented condition of identity. Not a linear narrative but a mosaic: total black, minimal garments that envelop the body, tracing its forms while preserving the freedom of self-expression. The digital world emerges as both refuge and disguise, intertwining with the physical reality we inhabit. Presence and absence, meaning and emptiness, collide on the runway in a dialogue that mirrors our time.
Fashion here becomes an act of resistance — not to hide the body, but to affirm its possibility to exist truly. A choreography of contrasts, fragile yet defiant, balancing who we are with who we could become.
For this season’s show, collaborations include Italian brand BOOTEI and Korean brand Nuosmiq.
Marea – “Canovacci”
Domestic ritual becomes language. Tablecloths, napkins, and tea towels are displaced from the home, transformed into garments where intimacy is translated onto the body and the everyday is rewritten.
The collection explores the dialogue between daily ritual and representation. Jacquard textures, kitchen checks, fine stripes, and raised embroideries layer into silhouettes that oscillate between rigor and fluidity. Function becomes ornament; the ordinary is rendered extraordinary.
A distilled palette of white, red, and blue recalls household linens, fractured by unexpected accents that disrupt harmony with playful subversion. With SS26, MAREA redefines aesthetic codes: the home becomes runway, and elegance is measured in the ability to transform intimacy into formality.
For the show, MAREA collaborates with Korean brands Nuosmiq and Pleatsmama.
Finale – “IMMERSIONE” with VerdeAcqua
IMMERSIONE is a swimwear collection by Sicilian painter Giulia Guajana, known as Verdeacqua, who draws inspiration from the Mediterranean seabed surrounding Sicily. Through delicate watercolors, sea elements are translated into design, carrying the immersive world of the Mediterranean beyond the water.
“Verdeacqua tells the story between watercolors and the sea. The swimsuits narrate their encounter.”
For this finale, styling is presented in collaboration with Italian brands StripTags, Bombo Studio, and Gin Portofino.
Beyond Fashion: A Dialogue of Cultures
What sets Milan Loves Seoul apart is its dialogical approach. This is not simply about showcasing Italian design in Korea or Korean creativity in Milan — it is about mutual transformation.
The event encompasses not only fashion but also art, design, music, and beauty, with experiences crafted to engage both the senses and the imagination. Even the official playlist, “Estate Italiana” (curated with Okiio Lounge), emphasizes this multisensory cultural exchange.
By engaging independent designers and cross-border collaborations, Milan Loves Seoul nurtures authentic storytelling and creates a platform for voices that might otherwise be overshadowed in traditional fashion weeks.
Join us on an exciting journey to explore the vibrant world of Korean lifestyle – from the latest beauty tips to the hottest tech and so much more on Facebook, Twitter, LinkedIn, and Flipboard.
