NEWS: Berlin Fashion X International brings twelve German brands to Seoul in its first delegation trip

Seoul / Berlin, September 9, 2025: As part of Berlin Fashion X International, the internationalization project of the Fashion Council Germany, supported by the Berlin Senate Department for Economics, Energy and Public Enterprises, a delegation traveled to Seoul, South Korea, for the first time. From September 1 to 5, the trip offered the twelve selected fashion and accessory labels a diverse program ranging from workshops and networking events to visits to relevant retail locations. The aim of the trip was to provide the participating designers with in-depth insights into the Korean market, to discover local trends, and to establish lasting contacts with local industry players.

The twelve delegation members – Balletshofer , Clara Colette Miramon , Danny Reinke , DAWN Denim , Gerrit Jacob , Haderlump Atelier Berlin , Isabella Rudzki , LUEDER , Richert Beil , Sia Arnika , Unvain Studios , and William Fan – gained in-depth insights into the Korean market. The program kicked off with the grand opening event of the Berlin showroom on September 1st, held in collaboration with MCM and the Future Society agency at the MCM Kunsthalle during Seoul Fashion Week. The evening began with speeches by Sung-Joo Kim (Chairwoman of the Board, MCM), Michael Biel (State Secretary for Economic Affairs), Christiane Arp (Chairwoman of the Board, Fashion Council Germany), Scott Lipinski (CEO, Fashion Council Germany), and Jörn Beissert (Deputy Ambassador, German Embassy in Korea). From September 2nd to 3rd, the brands exhibited their designs and had the opportunity to make personal contact with buyers, the press and industry experts.

In addition to the exhibition at the Berlin showroom, seven members of the delegation presented their products in a week-long pop-up format at the MOTH store, which occupied an entire floor and was thus accessible to a wide audience in Seoul. Furthermore, the LUEDER brand by designer Marie Lueder organized an exclusive showcase of its AW25 collection at the Samplas store, where guests from the local fashion scene gathered to get a personal impression of the collection and network in an informal atmosphere.

At the beginning of the week, a workshop on Korean business culture and communication led by Anton Scholz (Founder/General Manager, Korea Consult) provided participants with insights into the specifics of intercultural collaboration, typical business practices, and effective communication strategies in the Korean business environment. In the following days, the delegation explored Seoul's retail scene – particularly at the intersection of luxury, art, and media. Discussions with store operators from Addicted, Boon The Shop, EMPTY, MOTH, and the WALA showroom illuminated aspects of the purchasing process and highlighted the growing interest in German design labels. A workshop on fashion distribution and retail with Sung Woo Kim (CEO, Sam & Company) further provided practical insights into the structure of the Korean market, distribution strategies, and success factors for international fashion brands entering the market. The discussions on potential cooperation models and the role of local partners in achieving a sustainable market presence proved particularly valuable.

In addition, an exclusive fireside chat in cooperation with Start2 offered in-depth insights into the South Korean fashion market. Under the title "Behind the Brand: Korean Fashion Insights and Stories of Growth," industry experts and founders of renowned local labels shared their entrepreneurial experiences and the specific challenges of entering the Korean market. Guests included Eunuk Nam (Founder & Director, Fabrica), Jino Lee (Founder & Director, HYEIN SEO), and Jihyun Lee (Founder, Le Vermillon). During the open panel discussion, the delegation members gained valuable new insights into market development, brand positioning, and sustainable growth.

Another focus was on strategic brand communication. In collaboration with Joy Somin Park (Fashion PR Manager, InTrend), the designers received practical insights into the media and press landscape, strategies for idol/K-pop influencer marketing, and networking opportunities with stylists. An exchange with WWD Korea magazine offered participants the chance to present their brands to a broad professional audience and receive valuable media feedback. The program was rounded off with a guided tour of Dongdaemun, Seoul's textile market district, and visits to the flagship stores of designers Andersson Bell and AMOMENTO.

The delegation trip not only strengthened the international visibility of the participating brands, but also provided valuable insights into the Korean market through direct exchange with retailers, media, and the creative scene. This laid the foundation for concrete sales opportunities, strategic partnerships, and long-term collaborations on the ground. The next delegation trip will take place in November 2025, for the first time to Tokyo, Japan.

Berlin Fashion X International is supported by a state program, which is financed by ERDF funds and funds from the state of Berlin.