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When timeless Italian elegance meets bold Korean creativity, something magical happens. This is exactly the energy behind Milan Loves Seoul, a cultural and fashion project that has been quietly building bridges between two style capitals—Milan and Seoul. Before we visit Milan Loves Seoul and experience it firsthand, here’s a brief from our interview with Ylenia and Marcella.
If you’re looking for a reason to visit Seoul in summer, this event might be the perfect excuse. Think Seoul Fashion Week vibes, Italian craftsmanship, K-wave energy, and an atmosphere that blends art, design, music, and fashion into one unforgettable experience. To get the inside story, we spoke with the passionate women behind the project—Ylenia Basagni and Marcella Di Simone.
Inside Milan Loves Seoul IV Edition – What Travelers Can Expect
Co-founded by Ylenia Basagni and Marcella Di Simone, together with Paolo Rossanigo, Daniele Capogna, Lucio Rado, and Alessandro Pitzalis, Milan Loves Seoul stands as the flagship project of BEYOND BORDERS. Driven by a shared vision, the team aims to fuse Milan’s timeless elegance with Seoul’s bold spirit of experimentation.
The team also includes Clara Machetti (Business & Sponsorship Developer) and Gloria Maeng (Fashion Relationship & Development Lead), whose expertise helps shape an event where cultural richness meets business potential.
“Milan Loves Seoul” – Where Heritage Meets Innovation
Ylenia has spent over a decade working with top Italian fashion houses, mastering event production and creative direction. However, she wanted wanted to discover new voices, especially from Korea.
“I’ve always been fascinated by Korean creativity. From K-pop to design, it’s influencing the world. Pair that with Italian craftsmanship, and you get something extraordinary.”
Ylenia.
On the other hand, Marcella, with eight years of marketing, branding, and social media experience, brings the storytelling magic. She ensures the project doesn’t just look beautiful, but also resonates emotionally with people.
“Fashion is more than clothes. It’s a shared language between cultures. Our role is to make those connections happen.”
Marcella.
Why Seoul?
The idea sparked in 2022 when Ylenia and Marcella attended Seoul Fashion Week for the first time.
“The talent was incredible. But many Korean designers were underrepresented in Europe. We wanted to change that.”
Ylenia.
Both cities—Milan and Seoul—are creative hubs with completely different energies. Milan is timeless and refined. Seoul is daring, innovative, and constantly reinventing itself. Together, they create a fusion that travelers can now experience firsthand.
The Next Chapter: Milan Loves Seoul IV Edition
If you’re planning to visit Seoul in summer 2025, mark September 6–7 on your calendar. The IV Edition of Milan Loves Seoul will take place in Seongsu. As one of Seoul’s trendiest neighborhoods, Seongsu is known for its converted warehouses, indie boutiques, and creative studios. Expect two full days of independent Italian designers, Korean creatives, and cultural collaborations. There will also be an immersive exhibition where you can see (and feel) the blend of Italian heritage and Korean innovation.
“Milan Loves Seoul is more than a fashion event. it’s a thoughtfully curated cultural bridge. Its uniqueness lies in the spirit of collaboration, bringing together designers, artists, musicians, and creatives from both countries to create side by side. It’s not about presenting one culture to the other, but about blending perspectives, co-creating, and amplifying fresh voices that deserve to be heard on a global stage.”
Ylenia.
The Vision Ahead
The team’s dream is for Milan Loves Seoul to become a permanent bridge between the two cities—launching global careers, sparking collaborations, and telling stories that go beyond fashion.
How Travelers Can Experience It
Milan Loves Seoul isn’t only for industry insiders. Tourists and visitors can explore pop-up showcases, attend cultural mini-events, and even take part in private studio visits with designers.
“We’re building experiences for travelers who want more than sightseeing. We want you to feel the city’s creative heartbeat.”
Marcella.
Here’s Marcella and Ylenia’s idea of a perfect Seoul day:
- Morning coffee in a hidden Seongsu café
- A stroll through concept stores and flagship boutiques
- Lunch in a traditional hanok with a local designer
- An afternoon photo shoot in Itaewon or Dongdaemun to capture the city’s street style
- Ending the night at a rooftop bar, watching Seoul’s skyline glow
Tips for Fashion-Savvy Travelers
Marcella suggests looking beyond the big malls. “Seek out small ateliers, visit Mangwon or Samcheong’s independent stores, and notice how traditional hanbok shapes influence modern streetwear. That’s the real magic of Korean design.”
Their message to travelers?
“Stay curious. Fashion is a way to connect cultures. When you walk into Milan Loves Seoul, you’re stepping into a conversation between two worlds.”
Marcella.
When asked about her favorite neighborhood in Seoul Marcella sounds not sure to choose. Everything is worth experiencing.
“Choosing is difficult, but Seoul Forest and Bukchon Hanok Village hold a special place in my heart. In these places, you can sense the quiet poetry of old Seoul—winding alleys, traditional hanoks, and local art studios—while still feeling the pulse of fresh ideas. They remind me that beauty often lives in the spaces in between.”
Marcella.
Ultimate Reason to Visit Seoul in Summer for Milan Loves Seoul
Visiting Seoul in summer is the perfect opportunity to soak in the vibrant energy of Seoul Fashion Week while experiencing the creative magic of Milan Loves Seoul. You’ll get to explore Seongsu’s buzzing cultural scene, meet Italian and Korean designers, and take part in exclusive events that you won’t find anywhere else
It’s also your chance to discover the next wave of K-fashion before it hits global markets, making your trip both unforgettable and ahead of the style curve.
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