As the latest round of shows continue in Asia, all eyes are on Seoul, where some of the industry’s buzziest names are preparing to present their spring/summer 20 collections. Until 19 October, the city will see the world’s fashion press, buyers and investors descend on the Zaha Hadid-designed Dongdaemun Design Plaza with hopes of discovering the next big thing.



In Seoul, the emphasis has long been on emerging talent. The most talked-about labels on the schedule include cult favourite D-Antidote, experimental Maxxij and surrealist Münn. There are new additions, too: London stalwart Ashley Williams will be joining the roster, as part of an ongoing collaboration between the British Fashion Council and the Seoul Design Foundation. With her penchant for clashing prints and glittery accessories, the British designer is sure to fit right in.



Off the runway, expect logomania, slouchy sportswear and a touch of eccentricity. Seoul’s street-style stars do nothing by halves. See the best looks, as captured by Vogue’s on-the-ground photographer Hong Sungoh.