From October 17th to 20th, the square in front of Shinsegae Department Store in Gangnam, Seoul, will be transformed into a vibrant hub of fashion, art, and performance as the 2024 C.at Work Festa comes to life. A total of 11 fashion shows have been announced, featuring brands that strike a chord with the MZ generation (a South Korean term that refers to the combination of Millennials and Generation Z), such as NACHE, nipgnus, and KYö. These cutting-edge labels will present their latest collections through performances in collaboration with artists like Yuna Kim and Lia Kim, merging fashion and art into one cohesive expression.

Each show captures the brand’s vision, transforming inspirations into lively performances. The presence of well-known figures, including singer-songwriter Yuna Kim and choreographer Lia Kim will boost the event, bringing an exciting mix of music, dance, and style. 

Yuna Kim will lend her soulful voice to NACHE’s presentation, complementing the brand’s signature draping designs, while Lia Kim’s one-of-a-kind choreography will bring SUN WOO’s avant-garde shapes to life. The band IT’S will join forces with ZAGAE, known for its genderless tailoring and redesigned Korean silhouettes, to create an engaging experience that immerses the audience in sound and visuals.

Beyond the runway, the festival will host an exhibition titled Time to Stage, featuring works by five global fine art artists who reinterpret the stage costumes of iconic K-pop groups from SM Entertainment – Girls’ Generation, TVXQ, NCT 127, NCT DREAM, Red Velvet, and aespa. Against the lively backdrop of the Seoul Express Bus Terminal, this exhibition will reflect on the fleeting nature of performance and the lasting influence of cultural icons. The artists, including Kira Kim and Sascha Pohle, will employ diverse media such as painting, sculpture, and digital art to transform these costumes into thought-provoking artworks, encouraging viewers to reflect on the stories woven into pop culture.

ESteem, the event’s organizer, is known for its pioneering contributions to South Korea’s lifestyle and fashion scene. Their vision for C.at Work Festa is to create a confluence of different art forms, offering a platform where the “work” of individuals across various creative fields converges to become “art” that is accessible to the public. By engaging with emerging trends and promoting collaboration, ESteem aims to create a cultural experience that connects with the ethos of contemporary Seoul. 

As mentioned above, the festival will kick off on October 17th with a special fashion show celebrating the 35th anniversary of ESMOD Seoul, a prestigious fashion design institute. This will be followed by a presentation from VENI by VIDIVICI, a premium beauty brand under Shinsegae International, unveiling a new capsule collection. Over a few days, performance fashion shows will occur at intervals throughout the day, featuring brands beloved by the youth and paired with artists who amplify the visual storytelling of each collection. 

With its ambitious programming and creative approach, C.at Work Festa guarantees to be a seminal event in Seoul’s cultural calendar, a celebration of the city’s vibrant energy and its role as a global style leader. Whether through the avant-garde fashion shows or the art exhibitions, the festival aims to present a new world of possibilities where art and fashion become one.

Written by Maggie Gogler

Images courtesy of ESteem & MIXCON

_{View of the Arts is an online publication that chiefly deals with films, music, and art, with an emphasis on the Asian entertainment industry. We are hoping our audience will grow with us as we begin to explore new platforms such as K-pop / K-music, and Asian music in general, and continue to dive into the talented and ever-growing scene of film, music, and arts, worldwide.}