LIGHTS FLASHING, models striding, and crowds watching—this was all happening in a normally quiet street in Geum-cheon-gu district of Seoul. On Nov. 6, 2021, Seoul City Office, Geum-cheon-gu office, and Seoul Apparel Association hosted an annual street fashion show for the third time. These fashion shows aim to rekindle the interest in elegant clothing made locally in Geum-cheon-gu. 

   Geum-cheon-gu, which was part of Gu-ro-gu district before 1995, was the first clothing exportation district in Korea. Since the 1960s, the district has been a  mecca for clothing in Korea, hosting thousands of trend-setting Korean designers. In an interview with The Yonsei Annals, Park Gyeong-mook, Handicraft Special Class Support Center Director of Seoul Apparel Association, explained the significance of Geum-cheon-gu’s fashion industry. According to Park, the local fashion industry symbolizes South Korea’s history of industrialization through exporting textiles and is a significant part of the “miracle of the Han River[1]." Now, the district accommodates more than 1,000 clothing companies, many of which participated in this year’s street fashion show. 

   However, the Geum-cheon-gu fashion industry is facing new challenges. Fast fashion brands and other fashion giants have massive advantages in marketing and brand making that individual artisans struggle to compete against. Park believes that the main issue for the artisans is not the quality of their apparel, but the lack of awareness. Thus, Seoul Apparel Association has worked to provide new ways to connect potential customers to the local artisans. 

   As a part of that endeavor, Atelier 440, also known as Geum-cheon Fashion Support Distribution Center, was opened in 2019. Located in Si-heung-dae-ro 440, the store provides aplatform for local artisans to showcase their talents. Also, by removing the distribution process costs, designers are able to sell their products at affordable prices. The store also has held annual street fashion shows to promote the industry by exposing itself to the media. The store is jointly managed by Seoul Attire Association and partially funded by the government and the Geum-cheon-gu office. 

   Still, more challenges lie ahead for Geum-cheon-gu artisans. According to Park, more and more people are now purchasing clothing online, rather than in shops, which is a problem for the designers without online platforms to promote and sell their products. Park also mentioned that the onset of the pandemic has exacerbated this trend, causing the artisans to struggle financially at unprecedented levels. Accordingly, Seoul Attire Association is planning to launch an app called Funthing, where online fundraising and shopping will be possible for the local artisans. Park hopes that Geum-cheon-gu’s fashion industry regains its fame and respect.

   The clothing industry in Geum-cheon-gu has taken a hit in recent years. However, with events such as the Street Fashion Show, artisans, models, and associations are working together to bring Geum-cheon-gu’s art back into the spotlight.

[1] Miracle of the Han River: the period of rapid economic growth in South Korea, following the Korean War (1950–1953)