Salam Seoul Festival Held in S. Korea

A unique modest fashion style blending “hijab,” the head covering worn by some Muslim women, with “hanbok,” traditional Korean clothing, debuted on an outdoor runway in the heart of Seoul. Created by four Korean designers, these garments combine modesty with a stylish flair. The Salam Seoul Festival, serving as the collection’s highlight, was an initiative by the Seoul Metropolitan Government to reach out to Muslims worldwide.

Featuring sixty models, including two Muslim ambassadors from Morocco and Uzbekistan, the fashion show displayed an array of hijabs, “jeogori” (upper garments), “Chima” (lower garments), and hats. The Seoul Tourism Association, a subsidiary of the Seoul Metropolitan Government, explained that due to the intricate nature of the multi-layered ensembles and the strip-fasteners (“forum”), the models required several minutes to change, leaving no time for additional outfit changes during the event.

The show recruited renowned fashion designers like Hwang Leesle, a prominent modern hanbok creator whose designs K-pop superstars like BTS and BLACKPINK have worn. Each designer contributed their unique concepts to the event, further enhancing its appeal.

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Salam Seoul Festival: Fashion Show and VR Performance Highlights

In addition to the main fashion show that commenced at 7 p.m., there was a side booth offering a selection of hanbok garments and hijabs for interested visitors to try on and discover their unique modest style.

An official from the association that organized the show highlighted the potential of the global Muslim market, which spans Middle Eastern countries and beyond. Salam Seoul Festival also featured a VR performance that imaginatively highlighted the city government’s new initiative to raise awareness of Middle Eastern culture.

The association official mentioned that they even approached Seoul Central Masjid, the country’s first Islamic mosque in Itaewon, to promote the festival during the recently concluded Ramadan.

The evening event at Cheonggye Plaza was preceded by a flea market organized earlier in the day. More than a dozen halal-certified shops from the city participated, attracting passers-by with various food, accessories, and beverages. The city government recommended halal versions of the popular Korean street food “Ddeokbokki” (spicy rice cakes), fried beef, and dairy-based sweet treats to Muslim visitors due to the dietary restrictions of Islam.

Representatives from the embassies of the United Arab Emirates, Saudi Arabia, Kuwait, and Pakistan, as well as the Singapore Tourism Board, attended the event.