Korean Fashion: Seoul Fashion Week, Musinsa, K-Brands — 2026-09-06

Top developments

Seoul Fashion Week Breaks Out of DDP for First Time

The 2027 Spring/Summer Seoul Fashion Week ran from September 1 to September 6, splitting events between the traditional Dongdaemun Design Plaza (DDP) and the newly utilized Lotte World Tower area in Jamsil. This six-day event, organized by the Seoul Metropolitan Government, aimed to transform iconic landmarks into runways, broadening the festival's reach to citizens and tourists alike. The expansion signifies a strategic shift from an industry-focused trade show to a broader urban fashion festival, with DDP programming ending on September 5 and Jamsil events concluding on September 6.

Musinsa Posts Record H1 Revenue Amid Global Push

Musinsa announced record consolidated sales of 821.7 billion won ($598.4 million) for the first half of 2026, a 22.5% year-over-year increase. Despite the revenue peak, operating profit declined by 11.2% due to rising costs associated with offline store expansion and global market entry. The company has expanded its physical presence to 67 domestic and international stores, signaling a pivot from pure-play e-commerce to an omnichannel retailer.

Japanese Sales Surge Sevenfold for Musinsa Standard

Musinsa Standard, the platform’s private label brand, saw its transaction volume in Japan grow sevenfold compared to the same period last year. This growth was fueled by the success of the "Musinsa Station" pop-up in Harajuku, which boosted transaction values for 73 participating K-fashion brands by over three times. The strong performance in Japan has validated Musinsa’s strategy of using pop-ups as entry points before committing to permanent stores, with a first flagship store in Tokyo planned for next year.

1 sources

edaily.co.kr

무신사 하라주쿠 팝업 흥행…73개 K패션 브랜드

Designer Brands Showcase Sustainability and Silhouette

At the DDP, designer brand Doucan presented its "LOOP: The Art Couture" collection on September 1, focusing on themes of circulation and regeneration. Kelly Shin, a designer under the Dint label, debuted the "INTO" collection on September 3, emphasizing refined female silhouettes. These shows highlight the growing emphasis on sustainable narratives and distinct aesthetic identities among Seoul-based designers seeking international buyers.

Local view

Local business media highlighted the dichotomy in Musinsa’s performance: while top-line revenue hit an all-time high, the compression in operating profit drew attention to the costs of rapid physical expansion. Herald Corp noted that the Harajuku pop-up's success served as a critical proof-of-concept for K-fashion's appeal to Japanese Gen Z consumers, with 40% of new customers in Japan being first-time buyers of the global store. Edaily emphasized that the threefold increase in transaction volume for participating brands during the pop-up suggests a robust ecosystem effect, where Musinsa’s platform power lifts smaller K-fashion labels.

Context & numbers

• Musinsa H1 Revenue: 821.7 billion won (approx. $598.4 million), up 22.5% YoY.
• Musinsa H1 Operating Profit: Declined 11.2% YoY due to increased operational costs.
• Japan Growth: Musinsa Standard transaction volume grew 7x YoY in H1 2026.
• Harajuku Impact: Participating K-fashion brands saw transaction volumes rise >300% during the recent pop-up.
• Store Count: Musinsa operated 67 offline stores globally as of H1 2026.

On the radar

• Tokyo Flagship: Musinsa is preparing to open its first permanent store in Tokyo next year, leveraging the momentum from the recent pop-up success.
• Matin Kim Expansion: Following recent announcements, Matin Kim is proceeding with plans to open its first stores in China and Vietnam in October 2026, with a subsequent entry into Senegal.