From 3 to 19 September, Seoul hosted the latest edition of Milan Loves Seoul, the international project created to strengthen cultural and commercial exchanges between Italy and South Korea through fashion, creativity, innovation and lifestyle.
Following the success of previous editions in Milan and Seoul, the initiative returned to South Korea during Seoul Fashion Week, bringing together designers, brands, buyers, media, influencers and professionals from the creative industries of both countries.
For the 2026 edition, Prosecco DOC was the Official Sparkling Wine Partner of Milan Loves Seoul, accompanying the event’s main appointments with dedicated tasting experiences and bringing Prosecco DOC to Seoul in an international setting closely connected to fashion and Made in Italy.
Founded by Ylenia Basagni and Marcella Di Simone, Milan Loves Seoul is an international platform connecting Italian and Korean talents, companies and institutions. The project takes place twice a year, in Milan during Fashion Week and in Seoul during Seoul Fashion Week, through fashion shows, showcases, networking activities and events open to the public.
The 2026 edition was structured around three main events:
- Fashion Show & Afterparty – 3 September;
- Press Day & Buyer Showcase – 5 September;
- Pop-up Store – 12–19 September.
Fashion Show & Afterparty: Made in Italy takes the Seoul runway
On September 3rd, CAVEHOUSE hosted the Fashion Show that officially opened Milan Loves Seoul Seoul Edition 2026, followed by an exclusive VIP Afterparty.
The concept of this year’s edition, “The Italian Noir Club”, drew inspiration from Italian film noir, combining the timeless elegance and mysterious character of this aesthetic with Seoul’s contemporary creativity. A meeting between two cultures that placed craftsmanship, research, design and new forms of luxury at the heart of the event.
The fashion show featured collections by six Italian brands – Ludovica Gualtieri, Lorena Antoniazzi, Denisa Rad, Angela Lasalandra, Bottega Bernard and Marbell – in front of a select audience of celebrities, influencers, buyers, media and fashion industry professionals.
The evening continued with a VIP Afterparty, offering an opportunity for networking and interaction among key figures from the Korean and international fashion industries. Prosecco DOC was present with a branded tasting corner, dedicated to guests and designed to accompany moments of conviviality and networking.
Among the guests attending the event were the idol groups ONE PACT and MONT, actor Ki Hyun Woo and actress Kim Joo Ryoung, internationally known for her role in the series Squid Game.
Prosecco DOC’s presence was also further enhanced through a collaboration with actor Theo Jang, who created dedicated social media content for the brand, including one Instagram post and a set of Instagram Stories.
Press Day & Buyer Showcase: new connections with the Korean market
On September 5th, the Seoul Jewellery Industry Support Center hosted the Press Day & Buyer Showcase, an event dedicated to journalists, buyers, showrooms and fashion industry professionals.
The event provided an opportunity to discover the participating Italian brands and foster new relationships and collaborations with professionals in the Korean market. Guests had the chance to explore new collections, meet brand representatives and discuss potential business opportunities.
The day featured numerous Italian brands from the fashion, jewellery, fragrance and accessories sectors, together with a special selection of companies from Milano Fashion & Jewels.
Prosecco DOC was also present throughout the day with a dedicated tasting corner, accompanying meetings between industry professionals and contributing to the Made in Italy experience promoted by the event.
Pop-up Store: Made in Italy meets the Seoul public
From September 12th to 19th, Milan Loves Seoul continued at ME SPACE, in Seoul’s Gangnam district, with a Pop-up Store open to the public.
The space was conceived as an experiential destination dedicated to Italian creativity and craftsmanship, where fashion, design and lifestyle met the Korean public. Participating brands had the opportunity to showcase and sell their collections, establishing direct contact with consumers, fashion enthusiasts, buyers and industry professionals.
The Pop-up Store also featured a dedicated Prosecco DOC display, accompanied by a bar area curated by the Loop Innovators team. Throughout the activation, Prosecco DOC was available for tasting, becoming part of an experience centred on contemporary Italian lifestyle.
The Pop-up Store also hosted a selection of Korean designers presented by Yongdae, a platform dedicated to promoting emerging Korean talent in international markets, further strengthening the exchange between Italian and Korean creativity.
Participating Wineries:
Biasiotto
La Gioiosa
La Marca
Serena Wines 1881
Tenuta Santomè
Torresella
