HERA, the beauty brand leading K-BEAUTY, has signed a title sponsorship contract for Seoul Fashion Week with Seoul Design Foundation. Under the terms of the contract, Seoul Fashion Week will have the official title of HERA Seoul Fashion Week for a year (two seasons) starting from 2016 S/S (October 16-21).
This first ever title sponsorship of Seoul Fashion Week in its 15-year history is drawing considerable media attention, particularly given that the collaboration between two beauty leaders – HERA representing K-BEAUTY and Seoul Fashion Week for K-FASHION, is expected to create great synergies and increase international recognition of Hallyu (Korean culture).
Starting with the 2016 S/S HERA Seoul Fashion Week, HERA will unveil various marketing campaigns introducing K-BEAUTY with backstage makeup support for every designer featuring at HERA Seoul Fashion Week to introduce consumers and the industry to the trendy makeup style of Korean women.
10 promising designers chosen for the Seoul's 10 Soul project of Seoul Design Foundation will this year present a special collection themed around SEOULISTA, the beauty ideal of HERA, and the inspirational beautiful Korean woman enlightening the world. This special HERA SEOULISTA Collection will mark the finale party of HERA Seoul Fashion Week.
SEOULISTA is a byword for the passionate, trend-leading Korean women recognized worldwide for their singular beauty and it will also be given to New Designer Award that HERA Seoul Fashion Week will launch. Seoul Fashion Week will award an Honorary Designer Award, Designer of the Year, and Rookie Designer of the Year, with the New Designer Award being named the official HERA SEOULISTA New Designer of the Year.
"As a leader in K-BEAUTY, we are glad to work with K-FASHION leader, Seoul Fashion Week, amid the growing global interest in Korean beauty and fashion. Through this partnership, HERA will make a definite contribution to presenting the beauty of Korean women to the world," said Lee Eun-im, the director of HERA Division, AMOREPACIFIC Corporation.
While many global companies are active in supporting and sponsoring the top four famous fashion weeks of the world – New York, London, Milan and Paris – the official sponsorship of HERA, a K-BEAUTY leader, is expected to bring the HERA Seoul Fashion Week to a whole new global audience.