LF Hedges held a 2027 Spring/Summer (SS) global order fair in Myeongdong, Seoul today (23rd), drawing industry attention by previewing next year's K-fashion trends through artificial intelligence (AI) technology, Korean traditional aesthetics, and global collaboration.

The 'Space H Seoul' flagship store was designed across 1,200 square meters (approximately 360 pyeong) with the sensory atmosphere of Notting Hill in London, England. The store displayed approximately 800 new products set to be introduced to the global market in the first half of 2027, capturing visitors' attention. The order fair, which will run until the 7th of next month, is expected to be attended by approximately 200 overseas buyers from various countries including France, India, and Russia. They experienced the latest trends in K-fashion firsthand and explored collaboration opportunities.

The core of this order fair lay in how Korean traditional aesthetics and cutting-edge AI technology harmonized. In particular, through collaboration with the National Heritage Promotion Agency, intangible cultural property master in needlework Park Young-ae, and 3D artist 'Krit,' traditional pattern products reinterpreted in a contemporary manner received significant attention. Kim Hun, Global Creative Director of Hedges, explained this collaboration as "a unique attempt that fuses past and future, East and West, presenting a new direction for K-fashion." They reinterpreted Korea's unique beauty with a modern sensibility, showcasing designs that could appeal to the global market.

One overseas buyer who attended the order fair commented, "The products created with inspiration from Korean traditional colors were particularly impressive. I was able to feel both Hedges' unique identity and global trends at the same time," expressing high expectations.

[Photo=Yonhapnews]

Hedges unveiled a digital lookbook incorporating AI technology for the first time at this event and a global B2B order system, demonstrating its leadership in the digital transformation of the traditional fashion industry. The AI-based smart order system is said to have provided buyers with a convenient and efficient product confirmation and ordering experience. Additionally, Hedges designated August 3rd as 'Global Content Day' and plans to actively expand digital marketing touchpoints with global MZ generation consumers by utilizing TikTok creators and famous influencers.

Hedges Business Division Head Ahn Yong-seop announced that the company currently operates approximately 800 stores worldwide including China, Taiwan, Vietnam, and Russia, and plans to expand additional stores to Thailand, India, France, and the Middle East region by 2027. He emphasized, "Using this order fair as a stepping stone, we will elevate K-fashion's global status to the next level and strengthen Hedges' influence in the world market."

Today's order fair clearly demonstrated that LF Hedges is reinterpreting the value of tradition in a contemporary manner and actively adopting cutting-edge technologies such as AI and global marketing strategies to expand K-fashion's horizons. Positive outlooks continue to emerge that these innovative attempts have strong potential to elevate K-fashion's status in the global fashion market to the next level.