Dear Shaded Viewers,

This is my first time in Seoul and I was not sure what to expect, which always leaves room for surprises. I had a bit of an airline drama when I found out on the first day that my suitcase had been sent to Dubai. I finally got it last night. Fellow Shader Marcelo was very kind and here to help. I'm also glad I got to meet some really fun and engaging people. Here are my new SFW best pals Kalle and David.


We had our first Korean meal together and I was quite curious about the food. I had read a lot about "kimchi" before coming here and wanted to try it. I loved the taste.


We are really into the shuttle bus taking us to the show venue every morning. It puts a smile on our jet-lagged faces. 


The first couple of days were dedicated to menswear and I discovered MVIO, which offered one of the strongest collections so far. The leather jackets were great and the show felt clear and coherent. I liked the fabric mixes and some of the prints, which were both geometric and colorful. Zips were a big story there, especially on the outerwear pieces. Some smart womenswear looks were also shown.


I'll be posting a lot more from actual shows in the next few days. I'm also planning on meeting some of the designers for interviews and checking out cool stores in the city. Seoul is a thriving metropolis and you can feel the young generation's hunger for fashion and beautiful clothes. Korean style is sharp, precise and slightly controlled. It's not about overt statements, but subtle and hidden luxury.



Philippe Pourhashemi

A freelance fashion writer, consultant and stylist, Philippe Pourhashemi was born in Tehran in 1976. He grew up in Paris, before moving to Scotland to study Foreign Languages. His passions are fashion and culture, as well as music and film. He writes and styles features for Metal in Barcelona, Behind the Blinds in Brussels, Contributor in Stockholm, Veoir in New York and SKP in Beijing. He was named Fucking Young's Editor-at-Large in 2016 and has contributed to ASVOF since 2008, acting as Correspondent-at-Large since 2012. An avid traveler, he likes to explore exotic fashion weeks and unexpected destinations whenever he can.