Seoul, May 8, 2025 /MONTSAME/. On May 2, 2025, Seoul transformed Deoksugung-gil, one of its most historically rich and picturesque streets, into a breathtaking open-air runway for Seoul Fashion Road 2025 @ Jeong-dong. As part of the 2025 Seoul Spring Festa, the city turned a beloved cultural promenade into a dynamic celebration of hanbok, South Korea’s traditional attire, reimagined for a modern audience. 

Hanbok, traditionally worn in daily life until the early 20th century, has evolved into a symbol of Korean identity and elegance. Though once reserved for holidays and ceremonies, today’s hanbok is experiencing a vibrant revival, infused with modern design, global appeal, and everyday wearability. 

At the 2025 Seoul Fashion Road, models took to the runway in contemporary hanbok designs, each outfit skillfully crafted to reinterpret Korea’s iconic attire for today’s fashion-forward generation. These garments maintained the spirit of heritage while embracing bold lines, unexpected fabrics, and urban influences. 

This year’s show offered more than just fashion. One of its standout elements was how the ambiance shifted with the light. As sunlight faded into evening, the stone walls of Deoksugung-gil and its surrounding heritage buildings were bathed in varying light effects, creating a completely different mood. To make the most of its dynamic setting, the runway show was held twice, once in daylight and once after dark, inviting the public to experience the beauty of hanbok against both a soft, natural glow and a vibrant, illuminated scene. 

The visual elegance of the fashion show was perfectly matched by its musical backdrop, performed live by the New Korea Philharmonic Orchestra. Waltz melodies and beloved K-drama soundtracks echoed between the stone walls of Deoksugung Palace, adding a cinematic atmosphere to the flowing silhouettes and regal color palettes. 

At the heart of this revival were four trailblazing hanbok brands that brought their distinct visions to the Seoul Fashion Road runway: 

• Seodamhwa, designer - Song Hye-mi: Meaning “slowly captured in harmony,” this brand is praised for its refined elegance and use of soft, natural tones. Seodamhwa offers a poetic reinterpretation of hanbok, rooted in calm beauty; 
• Giroe, designer - Park Sun-ok: Named after the phrase “standing at a crossroads,” Giroe explores the fusion of hanbok with global fashion, creating forward-looking silhouettes that still honor traditional craftsmanship; 
• Komak, designer - Kim Nam-hee: A rising brand under “Dolsilnai,” Komak channels youthful charm and minimalism into playful, street-ready hanbok designs that appeal to a new generation;
• Hanbok Studio Hyeon, designer - Kwon Hye-jin: Known for integrating classic hanbok structure with modern sensibilities, the brand creates everyday pieces that are both sophisticated and wearable.

Hosted by the Seoul Metropolitan Government, this splendid show offered a captivating blend of Korea’s traditional elegance and modern style, proving that fashion can be both a cultural tribute and a creative revolution. 

Photos by Photographer Lee Jeong-woo, Ministry of Culture, Sports and Tourism of the Republic of Korea