On October 19th, the main event of Shibuya Fashion Week 2025 Autumn, "SHIBUYA RUNWAY - SEOUL MIX -", was held on Bunkamura Street in Shibuya, with a red carpet decorating the approximately 60-meter stretch of the street.

SHIBUYA109からLABI渋谷前まで、約60メートルのレッドカーペットが文化村通りに設営

Shibuya Fashion Week began in 2014 as an urban event that aims to liven up the city through fashion. Held twice a year, in spring and autumn, this year marks the 24th edition. The theme was "New Style from Asia." Seoul, a city that leads the global cultural scene with K-POP and Korean dramas as its backdrop, and Shibuya, a city that has continued to send out trends from the streets, teamed up to create a fashion show that transcends borders.

It had been raining in the morning, but the sky brightened by the time the show began in the afternoon, and many spectators and foreign tourists gathered on both sides of the red carpet. Cheers and applause rang out, and many people were seen taking photos with their smartphones.

左＝第一部「SHIBUYA LOOK」から「CONVERSE TOKYO（コンバーストウキョウ）」、右＝「TISSU ROUGE（ティシュルージュ）」

第一部「SHIBUYA LOOK」から「Kastane（カスタネ）」

ショーは三部構成。第一部「SHIBUYA LOOK」では、渋谷を代表するブランドが最新スタイルを披露。第二部「SEOUL LOOK」では、新世界百貨店のグローバルブランド「SHINSEGAE HYPER GROUND」がセレクトした韓国の9ブランドが登場し、最新コレクションを発表した。第三部「SHIBUYA×SEOUL」では、日韓ブランドを融合したミックススタイルが次々と登場し、ストリートとハイファッションが交錯する新感覚のランウェーに会場は一気に熱を帯びた。

第二部「SEOUL LOOK」から「LUV IS TRUE（ラブイズトゥルー）」

第三部「SHIBUYA×SEOUL」から日韓ブランドを融合したミックススタイル

Executive Committee Chairman Kenji Onishi said, "With the participation of Seoul, the possibilities of fashion week have been further expanded. The show featured two signs, Shibuya and Seoul, side by side." Meanwhile, Lee Do-hyun of South Korea's Shinsegae Department Store said, "We are honored to be able to showcase a new style that combines Japan and Korea. Shibuya is a special city with a high level of fashion sensitivity. We hope to continue to deliver new experiences through our collaboration."

As a related project, a pop-up shop for a Korean brand is currently running at the Shibuya 109 store. You can actually touch and feel the items shown at the show. The first part will be held on the 8th floor until October 26th, and the second part will be held at the "Limited POP UP BRIDGE." on the 1st floor from October 28th to November 10th.

Behind this "Japan-Korea collaboration" lies a new movement to connect commercial facilities in both countries. In September of this year, Tokyu Retail Management and Shinsegae Department Store signed a "Basic Agreement for a Business Partnership Utilizing Commercial Facilities in Japan and Korea." The plan is to promote cross-border brand development and marketing through each other's facilities and deepen customer interaction. This show can be seen as a symbolic first step in that direction.

The advance of Korean culture and fashion brands into Shibuya is accelerating. In April of last year, Korea's No. 1 burger chain, Mom's Touch, opened its first Japanese store on Koen-dori, followed by a second store in Harajuku in September of this year. Also in September, Hyundai Department Store, one of Korea's three major department stores, opened its first permanent retail store outside of Japan at Shibuya PARCO. Furthermore, in early October, the popular Korean e-commerce site MUSINSA opened a pop-up store on Koen-dori, and Korean brands are "landing in Shibuya" one after another.

As cooperation between Asian cities advances, we are entering an era in which culture and commerce will also be co-created across borders.

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Editorial Department: Takashi Fujii

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