This year, for the second time, I attended the Milan Loves Seoul event, held in Milan from February 27 to March 2 during Fashion Week.
The theme of this edition, “Classic and Future: New Fashion Codes Between East and West,” explored the dialogue between past and present, tradition and innovation, highlighting the evolving relationship between Eastern and Western fashion.

Fashion is deeply connected to pop culture, and the event reflected this through a live concert by the artist Gaho on March 1, followed by an engaging and well-attended fan meeting.
At Palazzo Bovara, visitors could also explore an exhibition of Korean manhwa published by Gaijin and released in Italy by ReNoir Comics. These works attracted significant interest, as they brought to life stories from some of the most popular and well-known K-dramas. I really like to see the one of What’s wrong with secretary Kim? And the one of Itaewon class for the OST of the kdrama ispired by this last one the singer Gaho sing the beautiful song Start over.

Special attention was given to K-beauty, with several well-known Korean brands in Italy—Miin Cosmetics, Orientrade, Orum Skincare, Cosmok, Meelove, and Hey MAMI—showcasing their products within the elegant historic setting of Palazzo Bovara. Among the Korean cosmetics corners, visitors could try products and participate in activities

In these days of Milan Loves Seoul, many masterclasses have been held related to fashion and cosmetics, I particularly appreciated the masterclass held by Maison Danha in collaboration with Samsung, which focused on the relationship between fashion and artificial intelligence. In an era where AI is becoming increasingly influential, the discussion explored how digital technologies can be applied to the fashion industry. Maison Danha addressed this challenge by developing projects that use AI to expand brand identity beyond fleeting trends.


Among the fashion houses exhibiting at Palazzo Bovara, Mooroots stood out by presenting modern hanbok from its “Hanbok Wave” line, famously worn by actor Park Bo-gum.

Thanks to Samsung, visitors also had the opportunity to take photos of themselves wearing hanbok, the traditional Korean dress.

Events like Milan Loves Seoul play an important role in promoting and deepening the understanding of Korean fashion and culture.

credits:
Milan Love Seoul | Fashion Show
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