Soul Threads: Voices of Seoul Pop-up

Sector

Fashion

Location

Milan Italy

Year

2026

Client

Seoul Metropolitan Government

Work

Creative Directon

Project Execution

Soul Threads: Voices of Seoul

Creative Director: Seung Ik Lee (Rick Lee)

During Milano Fashion Week in February 2026, Seoul Fashion Week presented the third edition of its Milan showcase, Soul Threads: Voices of Seoul, at Antonioli Boutique. The project was organized in collaboration with the Seoul Metropolitan Government, Camera Nazionale della Moda Italiana in partnership with Antonioli.

The event included a presentation and a pop-up sale offering both a curated exhibition and a retail platform during the fashion week period.

Soul Threads: Voices of Seoul brought together five Seoul-based brands presented as a single collective platform. While each label maintained its own design language and perspective, the project wove together elements of Seoul’s cultural identity, sensibility, and contemporary creative codes into a shared narrative.

The concept framed fashion as a woven language, where designers’ stories, emotions, and identities were embedded within each garment. The “threads” symbolized more than material construction; they represented invisible connections linking designers, Seoul, and Milan, forming a dynamic network between the city, creative identities, and contemporary fashion culture

Voices of Seoul • MMU