Korea takes modernized hanbok to Milan and Paris fashion weeks

Korea will promote modern hanbok in Milan and Paris from Sept. 22 to Oct. 6 in a push to make it competitive in the international luxury fashion market. The Ministry of Culture, Sports and Tourism and the Korea Craft and Design Foundation selected five labels — Leesle, Mooroot, Ondata, Shin Seoul and Happly — for the campaign. The program will focus on business-to-business sales, showroom presentations and networking events during Milan Fashion Week and Paris Fashion Week.

The showcase runs in Milan from Sept. 22-28, with brand presentations at Studio Zeta Showroom and a networking reception at Palazzo Isimbardi on Sept. 26 at 6 p.m.

Two brands selected on the basis of their Milan performance will take part in a Paris showroom at Hôtel Marcel-Dassault from Oct. 1-6.

Organizers will arrange one-on-one sales consultations to help designers secure shelf space in global boutiques.

Jung Hyang-mi, head of the ministry’s Cultural Arts Policy Bureau, said hanbok preserves traditional heritage while showing new potential in the global fashion market.

Published Sep 21, 2026 3:52 pm KST

Korea is taking its traditional attire to the world's most competitive runways, launching a major push to establish hanbok as a viable player in the international luxury fashion market.

The Ministry of Culture, Sports and Tourism said Monday that it will host its inaugural overseas promotion for modern hanbok from Sept. 22 through Oct. 6, targeting industry buyers, press and fashion tastemakers across Milan and Paris. Organized alongside the Korea Craft and Design Foundation, the initiative aims to convert global curiosity about Korean culture into commercial success for local designers.

Five rising domestic labels — Leesle, Mooroot, Ondata, Shin Seoul and Happly — were selected to represent the country. Each brand is known for reinterpreting the sweeping silhouettes, intricate tie closures and vivid colors of historical Korean garments into contemporary, wearable streetstyle and eveningwear.

The strategic timing places the showcase squarely within Milan Fashion Week, running Sept. 22-28. Participating brands will present their collections at the Studio Zeta Showroom in Milan, alongside brand presentations and a networking reception at Palazzo Isimbardi on Sept. 26 starting at 6 p.m. Rather than holding standard cultural exhibitions, organizers are focusing heavily on business-to-business transactions, arranging one-on-one sales consultations to help designers secure shelf space in global boutiques.

The momentum will then shift to France, where two standout brands selected based on their performance in Milan will participate in a follow-up showroom at the prestigious Hôtel Marcel-Dassault in Paris from Oct. 1-6, coinciding with Paris Fashion Week.

The campaign capitalizes on the global rise of "K-content," as international interest in Korean pop culture, television and cinema increasingly drives consumer curiosity toward traditional arts and fashion. In recent years, modern twists on hanbok have gained international traction after being worn by global K-pop icons and featured in hit historical dramas.

"Hanbok preserves the essence of our traditional heritage while demonstrating dynamic new potential in the global fashion market when paired with modern design," said Jung Hyang-mi, head of the ministry's Cultural Arts Policy Bureau. "Through this initiative, we expect hanbok to establish itself as a competitive force in international fashion and build lasting commercial partnerships with global retail networks."

This article was published with the assistance of generative AI and edited by The Korea Times.

韩国将于9月22日至10月6日在米兰和巴黎推广现代韩服，以提升其在国际奢侈时尚市场的竞争力。韩国文化体育观光部和韩国工艺设计财团遴选了五个品牌——Leesle、Mooroot、Ondata、Shin Seoul和Happly——参与此次推广活动。推广活动将重点在米兰时装周和巴黎时装周期间开展B2B销售、展厅展示和交流活动。

此次展览将于9月22日至28日在米兰举行，品牌展示将在Studio Zeta展厅进行，交流招待会将于9月26日下午6点在伊辛巴尔迪宫举行。

根据米兰展会的表现选出的两个品牌将于 10 月 1 日至 6 日在巴黎马塞尔·达索酒店举办的展厅亮相。

主办方将安排一对一的销售咨询，帮助设计师在全球精品店获得货架空间。

韩国文化部文化艺术政策局局长郑香美表示，韩服既保留了传统文化遗产，又在全球时尚市场展现出新的潜力。

发布于2026年9月21日下午3:52（韩国标准时间）

韩国正将传统服饰带到全球竞争最激烈的T台上，大力推动韩服成为国际奢侈时尚市场中不可或缺的一部分。

韩国文化体育观光部周一宣布，将于9月22日至10月6日举办首届现代韩服海外推广活动，目标受众为米兰和巴黎的行业买家、媒体和时尚界人士。此次活动由韩国工艺设计财团协办，旨在将全球对韩国文化的好奇心转化为韩国设计师的商业成功。

五个韩国本土新兴品牌——Leesle、Mooroot、Ondata、Shin Seoul 和 Happly——被选中代表韩国参赛。每个品牌都以重新诠释韩国传统服饰的流畅廓形、精巧的系带设计和鲜艳的色彩而闻名，并将之融入到现代、实穿的街头风和晚装设计中。

此次时装秀的举办时间经过精心挑选，恰逢9月22日至28日举行的米兰时装周。参展品牌将在米兰的Studio Zeta展厅展示其系列作品，同时，9月26日下午6点起，还将在伊辛巴尔迪宫举办品牌推介会和交流招待会。与举办传统的文化展览不同，主办方更加注重企业对企业的交易，安排一对一的销售咨询，帮助设计师在全球精品店获得上架机会。

随后，势头将转移到法国，届时，根据米兰时装周的表现选出的两个杰出品牌将参加 10 月 1 日至 6 日在巴黎著名的马塞尔·达索酒店举办的后续展厅活动，该活动与巴黎时装周同期举行。

此次营销活动充分利用了“韩流内容”在全球的崛起，随着国际社会对韩国流行文化、电视和电影的兴趣日益浓厚，消费者对传统艺术和时尚的好奇心也与日俱增。近年来，韩服的现代改良版在国际上广受欢迎，这得益于全球韩流偶像的穿着以及热门历史剧的播出。

“韩服在保留传统精髓的同时，与现代设计相结合，展现出在全球时尚市场蓬勃发展的全新潜力，”文化部文化艺术政策局局长郑香美表示，“我们希望通过这项举措，韩服能够成为国际时尚界的一股强大力量，并与全球零售网络建立长期的商业伙伴关系。”

本文由生成式人工智能协助发布，并由《韩国时报》编辑。