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| The picture shows advertisements of KOCCA's digital showroom, "The Selects," in Time Square. Courtesy of KOCCA |
By Lee Gyu-lee
The Selects, a showroom operated by the Ministry of Culture, Sports and Tourism, and the Korea Creative Content Agency (KOCCA), has successfully finished the 2021 Fall/Winter collection.
The showroom's sales during the collection reached around $230,000, which is twice that of last year, according to the agency.
The showroom, which was created to introduce talented Korean designers to the global fashion market, started in Soho, New York in 2018. But due to the coronavirus pandemic, the agency ran a digital showroom last year, along with an on-site shop.
"We offered full support to help designers reach a global market through our fashion business platform, The Selects, despite difficulties in offline overseas sales due to COVID-19," said Lee Hyun-joo, the head of pop culture at KOCCA. "We will continue to do our best to promote K-fashion and help excellent local designers and brands to go global."
For this year's F/W season collection, the showroom selected a total of nine brands that would represent K-fashion: EENK, WNDERKAMMER, EYEYE, HANKIM, VERSO, YOUSER, C-ZANNE E, The Studio K, and NEUL.
The agency expanded the showrooms to Paris for this collection, as well as New York, and also did some heavy marketing, such as displaying ads in Times Square and running brand campaigns on the streets of Paris.
It also opened two online platforms for sales ― theselectsmarket.com and Le New Black for commercial clients ― to target a wider range of buyers.
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