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Seoul is one of our all-time favourite fashion destination. Seoul style is full of attitude, effortless cool and humour. Fashion is everywhere in Seoul, from street stalls to huge shopping centres and tiny boutiques.
But what's most fascinating about the Seoul fashion scene is the crop of young designers who emerge from the Korean capital's top fashion schools. Our team goes to Seoul several times a year to meet the up-and-coming designers that create fun, fresh and totally unique collections.
What's Seoul style like? Relaxed silhouettes and interesting proportions are everything, and it should always, always look effortless. with long straight hair rock huge classes, tuck in oversize men's shirts into preppy mini wool skirts, and finish the look with a big tote bag with a wonderfully insane print and 90s-inspired lace-up ankle boots.