By Kwon Mee-yoo
Staff Reporter
Seoul City will launch a program to help about 300 promising fashion designers show off and market their designs in London, New York, Paris and other fashion cities by 2020.
"We will nurture global fashion brands by supporting young Korean designers expand into overseas fashion markets," said Choi Hang-do, head of Seoul City's Urban Competitiveness Headquarters. "Seoul City will spare no efforts in marketing the selected brands."
The local government chose 10 outstanding designers from among some 150 participants of Seoul Fashion Week, March 26-April 1.
The top 10 designers, or "Seoul's 10 Soul," includes three men's brands ㅡ D.gnak by Kang Dong-jun; Jehee Sheen; and General Idea by Choi Bum-suk ㅡ and seven women's brands ㅡ Jardin de Chouette by Kim Jae-hyun; Jain by Jain Song; Kaal E.Suktae by Lee Suk-tae; Leyii by Lee Seung-hee; Paul & Alice by Joo Hyo-sun; Johnny Hates Jazz by Choi Ji-hyung; and Studio-K by Hong Hye-jin.
In a first step, Seoul will send these promising 10 designers to Paris. The selected designers will market their products at Tranoi, a preview trade show in July for men's wear and in October for women's wear.
The program will provide a showroom to display their designs and host business shows to receive orders. Each designer will receive about 100 million won in financial support.
Tranoi is one of the world's largest buying fairs held during the Paris Collection, four times a year. Some 120 menswear brands, 300 female clothing brands and 9,000 buyers come to the trade show per season.
Michael Hadida, the organizer of Tranoi, viewed the collections during Seoul Fashion Week three years ago. He said, "I have confidence in the potential of Seoul designers to succeed in Paris. Moreover, I was moved by Seoul City's effort to nurture global fashion brands and decided to join in this project," Hadida said.
During the 2011 Spring/Summer Paris Fashion Week, Seoul's 10 Soul Collection will be introduced. In exchange, 10 Parisian designers recommended by Tranoi will participate in Seoul Fashion Week this autumn.
Seoul City will also take part in the Hyere Fashion Festival, an international photography and fashion fair in southern France, in May, to introduce the 10 designers and host a conference titled "Amazing Korea" as a promotional event prior to the fashion week.
Following the Paris trip, the 10 designers will make a splash at the London fashion scene in 2011 and in New York in 2012. In exchange, ten aspiring designers per city will receive aid.
"Every year, 10 exceptional designers will go overseas and participate in fashion shows and trade fairs. A total of 300 Korean designers will show off their talent abroad by 2020," a city official said.