The
10 designers pose for a promotional photo of 2012 Seoul's 10 Soul, a global
fashion brand project. From left are Lee Seung-hee, Kang Dong-jun, Hong Hye-jin,
Choi Bum-suk, Ko Tae-yong, Lee Suk-tae, Im Seon-oc, Steve J & Yoni P, Choi
Chul-yong and Sheen Je-hee. / Courtesy of Bridge
Company |
By Rachel Lee
A global fashion brand
project, 2012 Seoul’s 10 Soul, organized by the Seoul Metropolitan Government,
has shortlisted 10 Korean fashion designers with long-term support
programs.
Now in its third year, the project aims to provide long-term
exposure in international markets and help the further development of selected
designers. This year they are Ko Tae-yong, Choi Chul-yong, Kang Dong-jun, Choi
Bum-suk, Sheen Je-hee, Lee Suk-tae, Lee Seung-hee, Im Seon-oc, Steve J &
Yoni P and Hong Hye-jin.
The government runs integrated showrooms called
Acrex in Paris and Milan to further promote the brands.
“I am enormously
impressed by the capability of Korean artists,” said Alfredo Ferreira, sales
director of the showroom. “I expect a lot from the project as the eyes of Paris
fashion are currently upon it.”
In Paris, the showroom will open from
June 29 to July 3 for menswear and Sept. 27 to Oct. 5 for womenswear. Milan’s
showroom will present the men’s ranges through Sept. 25 and from Aug. 27 to Oct.
15 for the women’s styles.
In addition, the 10 designers will showcase
their work at an exhibition scheduled around Paris Fashion Week this October to
which the press and buyers will be invited.
Previously, the project was
more about such one-time events as hosting an exhibition of the designers and an
after-party in Paris.
“This fashion project has helped me to jump into
the pickiest European market,” said Lee Suk-tae, chosen for the project for
three consecutive years, along with Choi Bum-suk, Sheen and Lee Seung-hee.
“However, the government needs to support us with a long-term project, rather
than promoting single events. Consistency is the key,” he added. Lee is now a
sought-after designer by established public relations firms and showroom
organizers in France.
The long-term support programs envisioned this
year include consultations on brand positioning and marketing strategies; a
one-to-one matching service between the designers and agencies specializing in
public relations and sales; and continuous brand management and analysis of the
outcome.
“We aim to develop our domestic brands to the level of global
giants Louis Vuitton and Chanel by 2020,” said Baek Woon-seok, director of
cultural industry at the Seoul Metropolitan Government. “We also plan to expand
this current Paris-based project to other big cities and keep up our support
programs to gain recognition in the global fashion industry.”
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