From February 28th to March 3rd 2025 I participated as a guest, photographer and illustrator at the Milanloveseoul event during Milan Fashion Week.
Milanloveseoul is a project that for two years has hosted emerging Korean designers in Milan during Fashion Week to exhibit their brands, and it does the same thing in Seoul with Italian designers during Seoul fashion week. It lasts for several days and every day features talks, masterclasses, guests and conferences that, open to the public, give the opportunity to learn about Korea and exchange and share its culture.
Anyone who is passionate about Korea or works in the field in Italy has been to this event in these days.
The entire event was divided into 4 days, two of which were open to the public and where it was possible to participate in masterclasses and talks on fashion and K-beauty. Many emerging and non-emerging beauty brands were guests who brought and presented their products to the public.
During the days open to the public it was possible to get to know the designers through their stands where they presented their clothes, bags, accessories; test all the beauty brands and participate in games and quizzes on Korean culture, pop, cuisine, etc. I was invited for these two days to participate as an illustrator with my drawings of korean landscapes.
On the Sunday of these days open to the public, a conference was also held with two of the celebrity guests of the event: Theo Jang, who appeared in the recent season of Single's Inferno, and Ki Hyun-hoo (actor in Jun&Jun). The two guys, together with the other guest Joel Lane, did interviews and were present throughout the event. Last but not least, the celebrity and ambassador of the event since the first edition was the actress Kim Joo-ryoung (Squid Game), present during the days by invitation.
The first and last days were by invitation. During the opening, influencers, and press were there and the various brand stands were already presented to them, the project and supporters such as the renowned fashion school Marangoni and Hyundai were presented. As an opening show we saw the clothes of the designer Sun Daum, who combines the elegance of the traditional hanbok with a touch of modernity. During this first small fashion show there was also a musical performance with kayago and a dancer.
At the end of these very busy days there was the final fashion show. This year there were 16 designers, 8 of whom showed in two shows during the afternoon of March 3. The brands that showed were: Tibaeg and Maison Danha (already present in the first edition), Riu&Viu, Troa, Vegan Tiger, Okiio Lounge, Nuria and Tripleroot.
During these days I was a photographer and I had the opportunity to photograph the beautiful and innovative clothes of these brands. On this occasion the celebrities and many of the invited guests had the opportunity to participate wearing a piece of the brands, for example the actress Kim Joo ryoung had a bright red suit by Vegan Tiger.
During the final fashion show there was another longer performance for all the guests, with the same musician and dancer as the first day.
After the two fashion shows, a closing party with exclusive dj set and live music was prepared for the guests, which celebrities also attended, as for the rest of the day.
Milanloveseoul, in addition to being an event that is growing more and more and is making space and a name during the fashion week, is also a range to present all the nuances that Korea has to tell, from fashion first and foremost but also passing through beauty, music, cuisine, and art. It is a perfect link between Italy and Korea for an exchange of cultures between the two countries, giving all enthusiasts the opportunity to participate and learn.
Where to find all the participants:
Event @milanloveseoul
@maison.danha
@tibaeg
@riu.and.viu
@troa____
@vegan_tiger
@okiiolounge
@nuria_official
@tripleroot.official
@sundaum
Musician @choseoyeon__
Dancer @jangseongbum
Celebrities @joeljaylane, @tachyonproject, @kimjooryoung, hywo.o
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