Milano Loves Seoul, 2026 edition, is an event that takes place in Milan during Fashion Week and attracts fans of Korean fashion and culture from all over Italy and abroad every year. The event, led by Ylenia Basagni for fashion and Marcella Di Simone for communications, was held from February 27 to March 2, 2026, in the historic Palazzo Bovara in the center of Milan.
The theme of this edition, “Classic and Future: New Fashion Codes Between East and West,” featured exclusive designs born from the fusion of various classic and contemporary elements, combining technology and Korean tradition with Italian tailoring.
The program alternated between days open to the public and events reserved for buyers, the press, institutions, and influencers, intertwining the many aspects of Korean culture with Italian fashion, innovation, beauty, music, and style.
Milano Loves Seoul, 2026 edition which began on February 27, concluded with an exclusive fashion show held on March 2 at Palazzo Bovara, where a selection of Korean and Italian designers presented their FW26 collections.
This year's event was particularly significant thanks to the participation of major Korean K-beauty brands such as Miin Cosmetics, Orientrade, Orum Skincare, Cosmok, Meelove, and Hey MAMI, which presented their products and explained K-beauty to the public. Alongside the beauty area, great attention was paid to fashion designers: Finoacinque, Maison Danha, Bootei, Dallado, Francesca Cottone, Tibaeg, Le Saut, Gitsam, Troa, Denisa Rad, Eunjo, Mrof, and Mooroots, who brought their designs to Milan, combining tradition, sustainability, and innovation.
The event was made even more exclusive by the participation of guests from the Korean music scene, including singer-songwriter and producer Gaho, famous for his OST for the K-dramas Itaewon Class (2020) and Start-Up (2020), who not only took part in the fashion shows but also fascinated the Italian audience with his performance, fan meeting, and showcase. Some of the Korean artists in attendance wore garments by Milan Loves Seoul designers: DOE (AWURA) wore an outfit by designer Denisa Rad, while Park Woojin of AB6IX and Hyungseok of YOUNITE wore two outfits by designer Francesca Cottone, embodying personal fashion looks that blended Italian fashion and Korean culture. These artists also performed at the parties and the closing fashion show of the event entertaining the audience with their unmistakable K-pop style.
Among the Italian partners participating in the event were K-Pop Showtime, committed to spreading Korean culture, and the AIAI Association (Asia Italy Intercultural Association), dedicated to creating cultural links between Asia and Italy. There was also an area dedicated to Korean manhwa published by Gaijin, a imprint of ReNoir Comics, which have inspired many famous K-dramas. Among the Italian participants, the jewelry brand Vesto Pazzo also stood out, while the Istituto Marangoni, one of the most prestigious fashion schools in Europe, actively collaborated in the initiative. The support of the Korean Consulate in Milan was also important, underlining the institutional and cultural value of the event and strengthening the dialogue between the two countries.
This is the second time I have participated in this incredible event and, personally, I believe it is a unique opportunity to see and touch Korean design, talk directly with designers, and attend masterclasses, which are always an opportunity to discover something new about Korea and stay up to date on an ever-evolving style. The masterclasses, organized with the support of sponsors and designers, always sell out quickly, demonstrating how keen Italians are to learn about Korea in its many aspects.
During this event, I was also able to purchase products by designer Mooroots, who did a photo shoot with actor Park Bo-gum that was published in Bazar Korea. In fact, the actor is involved in promoting Korean culture through designers as well. Park Bo-gum has been selected as ″Hanbok Wave″ ambassador, an annual government-led campaign promoting the beauty of hanbok.
Walking through the rooms of the historic building and seeing Korean creativity alongside Italian style personally struck me: it is always a special occasion to see Italy and Korea together in these contexts and especially in events that involve all types of people, from the simply curious to enthusiasts to buyers.
Info:
Milano Loves Seoul official site
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