Musinsa Standard wraps first global order fair, drawing buyers from across Asia

Musinsa Standard said Tuesday it had successfully concluded a global order fair showcasing its spring/summer 2027 collection to overseas buyers.

The "27SS Global Order Fair" ran for three days, from Aug. 4 to 6, at its Seongsu-dong venue in Seoul — the brand's first order fair to bring together international buyers under one roof.

Attendees included major buyers from Japan's fashion platform Zozotown, China's leading e-commerce platform Tmall, and key retailers from four Southeast Asian markets — the Philippines, Indonesia, Vietnam and Thailand — as well as representatives from Musinsa's overseas subsidiaries, Musinsa Japan and Musinsa China.

The fair centered on the "Seoul Standard" concept, presenting a 27SS collection that reflects Seoul's lifestyle and fashion trends. Buyers offered detailed, market-specific feedback on the products throughout the event.

"We will continue to bring Musinsa Standard's distinct design sensibility and product competitiveness — built up in Seoul — to each market in ways that resonate locally, as we expand our presence as a global brand," a Musinsa official said.