Seoul FW: The Right Way to Enjoy 7 Days for Free

If you want a taste of Seoul Fashion Week without a reservation, head to the Oullim Plaza at DDP (Dongdaemun Design Plaza) and the underground exhibition near Exit 10 of Sindang Station. Both are free, with no tickets or advance registration required.

The 2026 S/S Seoul Fashion Week runs from Monday, September 1 to Sunday, September 7. This year marks its 25th anniversary, and the venues aren't limited to just DDP. Deoksugung-gil, Hongje Yuyeon, Heungcheonsa Temple, the Mondrian Hotel, and the EQL flagship store in Seongsu — Seoul's landmarks themselves become the runway.

In other words, if your trip to Korea overlaps with this week, you can fill a whole day's schedule with no special preparation. It's smart to first sort out the free, walk-in slots versus the ones that require applications.

First, lock in these three free, no-reservation slots

Public programs at DDP's Oullim Plaza

At DDP's Oullim Plaza, a photo booth event will be held to celebrate the 25th anniversary. There will also be a scent MBTI test by Pigeon, a styling experience by the Seoul Jewelry Support Center, and a tasting event by coffee brand G7. All are free and open to the public, set up so you can just drop by and join in.

Even if you can't get a seat at a show, this plaza is open to everyone. DDP itself is a photogenic building, so it's easy to plan a route around the Dongdaemun area with it as your starting point.

"SECOND SKIN" appears underground at Sindang Station

Another spot to target is the exhibition "SECOND SKIN: Fashion, AI, and Light," held in an unused underground space near Exit 10 of Sindang Station. Part of the Seoul Fashion Road's second project, it features works by emerging designers who express fashion-themed stories through AI, light, and sound. The exhibition runs for six days, from September 2 to 7.

The very idea of an unused underground space becoming an exhibition venue as-is feels very much like today's Seoul. Sindang-dong is an area full of restaurants and cafés, so it's convenient to stop by while grabbing a meal.

Walk the streets, and they become the venue

This year's off-site shows are staged at Seoul's landmarks. On September 2 at 6 p.m., SLINGSTONE at Hongje Yuyeon; on the 3rd at 3 p.m., CARUSO at the Mondrian Hotel (23 Jangmun-ro, Yongsan-gu); and the same day at 5 p.m., BIG PARK at Heungcheonsa Temple (29 Heungcheonsa-gil, Seongbuk-gu). Even though the shows themselves are invitation-only, just walking by those places at those times lets you feel an atmosphere unlike the everyday.

The opening is on September 1 at 7 p.m., with Andersson Bell's opening show on Deoksugung-gil. The theme of the 26 S/S collection is "SOFT CLASH," reportedly inspired by Mark Rothko's color field paintings and the twisted attitude of 1990s icons PJ Harvey and Jarvis Cocker. Stylists and artists who have worked with Bottega Veneta and Gucci are also participating.

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Want to watch a show? Apply for the citizen invitation on the official Instagram

The fashion shows by 14 brands held at DDP Art Hall use an application system via the citizen invitation event on the official Instagram. If you win, you can pick up your ticket at the on-site ticket booth.

Applications are accepted through the Seoul Fashion Week official Instagram. Schedules and brand details can be checked on the official website. Realistically, it's best to apply before traveling to Korea.

Editor's note: Winners pick up their tickets at the on-site ticket booth. It's not a setup where you can just show up on the day and grab a seat, so if you intend to "watch," apply first; if you just want to "see," the plaza and exhibitions are enough — drawing this line from the start keeps your plans from falling apart.

Schedule: Which day, and where to go

This season, 27 domestic designer brands (18 fashion shows, 9 presentations) take the stage in relay format. The main daily lineup is as follows.

Date	Main Venue	Details
9/1 (Mon)	Deoksugung-gil	19:00 Andersson Bell opening show
9/2 (Tue)	Hongje Yuyeon / Gangnam / Sindang	18:00 Slingstone (off-show) / Berlin Showroom opening / "SECOND SKIN" opening
9/3 (Wed)	Mondrian Hotel / Heungcheonsa Temple	15:00 Caruso, 17:00 Big Park
9/4 (Thu)	DDP Art Hall / EQL Seongsu	4 runway shows (Lie, New Wave Boys, Greedilous, Ajobyajo) / Pre-order exhibition begins
9/5 (Fri)	DDP Art Hall	4 runway shows (Hanna Shin, Phenomenon Seafarer, Lee y. Lee y., Kwak Hyun Joo Collection)
9/6 (Sat)	DDP Art Hall / EQL Seongsu	3 runway shows (Ul:kin, C-ZANN E, Doucan)
9/7 (Sun)	DDP Art Hall	3 runway shows (Adves, Daily Mirror, Maum)

DDP Design Lab, the EQL flagship store in Seongsu-dong, and individual showrooms will also run presentation-style content. If you're planning to visit Seongsu, keep the EQL Seongsu dates (September 4 and 6) in mind.

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Berlin Showroom's First Participation, Two Days at MCM Gangnam

The highlight of this season's global collaborations is the first-ever participation of the "Berlin Showroom," the official showroom organized by Berlin Fashion Week. For two days from September 2 to 3, 12 promising brands selected in Berlin will unveil their collections in Korea for the first time at the MCM showroom in Gangnam, Seoul.

Participating brands include SIA ARINKA, LUEDER, BALLETSHOFER, HADERLUMP, RICHERT BEIL, GERRIT JACOB, DAWN, CLARA COLETTE MIRAMON, UNVAIN STUDIOS, WILLIAM FAN, DANNY REINKE, and ISABELLA RUDZKI. Centered on sustainability, traditional aesthetics, and material innovation, they will showcase everything from luxury Italian fabrics to unconventional material combinations.

This Year's Seoul Is Playing on Street Billboards Too

Even if you don't go to the venues, you'll come across the official campaign video created with AI. Set against backdrops of ancient palaces, the surface of the Han River, the night view of Namsan Tower, and DDP, models generated 100% by AI appear wearing collections by K-designers.

The video was released on the Seoul Fashion Week YouTube channel on August 16, and is also playing on 70 outdoor billboards across Seoul and inside 18 subway stations. You might encounter it just by looking up while on the move—that's one of this year's highlights too. Details are available in the official announcement from the Seoul Metropolitan Government. ✨

If You're an Industry Insider, There's the Trade Show Option

From September 4 to 6, there will be an order exhibition featuring 74 brands and a tour of 20 showrooms. The order exhibition runs from 10:00 to 17:00 across three floors of DDP Design Lab, while the showroom tour is structured as individual business meetings with buyers around the Seongsu, Hannam, and Gangnam areas.

The Seoul Metropolitan Government has invited 102 buyers from 22 countries, and advance applications for domestic and international fashion professionals were accepted on the trade show's official website until September 3. Emerging brands such as NO MANUAL, MARHEN.J, STAND OIL, YOUNG N SANG, and XLIM are on the showroom tour lineup.

Summary

September 1–7: a week when the streets of Seoul themselves become a runway. The two things you can do without a reservation are the citizen programs at DDP Eoullim Square and the "SECOND SKIN" exhibition at Sindang Station Exit 10 (September 2–7)—you can go on a whim.

If you want to watch a show from the audience seats, you need to apply for the citizen invitation on the official Instagram and be selected. If your trip to Korea overlaps with this week, the easiest order of action is: apply first, then hit the square and the exhibition, and if you have energy left, venture out to Deoksugung-gil or Heungcheonsa Temple. 🖤

Frequently Asked Questions

Can anyone attend Seoul Fashion Week for free?

Free participation is available for the citizen programs. The 25th anniversary photo booth at DDP Eoullim Square, the scent MBTI test, styling experience, and coffee tasting are free with no reservation required. The exhibition "SECOND SKIN" near Sindang Station Exit 10 is also open from September 2–7. The designer brand fashion shows themselves are invitation-only.

How can I watch the fashion shows at DDP?

Apply through the citizen invitation event on the official Instagram. Winners pick up their admission tickets at the on-site ticket booth. This applies to the shows of 14 brands held at the DDP Art Hall. The application period and method will be announced on the official Instagram and official website.

Where are the venues other than DDP?

They are spread across Seoul, including Deoksugung-gil, Hongje Yuyeon, Heungcheonsa Temple, Mondrian Hotel (23 Jangmun-ro, Yongsan-gu), the EQL flagship store in Seongsu-dong, and the MCM showroom in Gangnam. The opening is on September 1 at 7 p.m. at Deoksugung-gil, and the Berlin showroom will be at the MCM showroom in Gangnam on September 2–3.