ficially sponsored by HERA for the first time in its 15 years of history, the 2016 S/S HERA Seoul Fashion Week has ended successfully. It started with a pre-opening event on October 15- the eve of the opening, and was held until October 21, 2015 in DDP (Dongdaemun Design Plaza), hitting the headlines of famous fashion magazines. Major players in the fashion industry attended, including editor-in-chief of Vogue Italia and W Magazine, Dutch fashion magazine Fantastic Man, world-famous fashion journalist Suzy Menkes and well-known fashion blogger Susie Bubble.

Directing the entire backstage makeup for about 60 participating brands, Hera was acclaimed by the audience and critics for showing fashion-forward beauty trends. Also, HERA attracted the attention of fashionistas with the #SEOULISTA Social Media Photo Event at the HERA booth during the Fashion Week. The event encouraged visitors to take a selfie in all corners of the scene and post it on their social media pages using hashtags including #SEOULISTA, #HERA and #HERASeoulFashionWeek. This event was participated with a large number of visitors.   

In addition, AMOREPACIFIC’s hair salon brand AMOS PROFESSIONAL was in charge of hair styling of models at the backstage and introduced hairstyle trends for next spring and summer, as a leader in hairstyle trends. Its various products were used in styling models’ hair, particularly AMOS PROFESSIONAL Curling Essence 2X which moisturizes and styles hair to create natural wavy style and Designing Spray, which is perfect for models at the backstage who need to change their hairstyle several times.

Meanwhile, 10 designers were selected as the ‘Seoul's 10 Soul Designers’ at the finale of HERA Seoul Fashion Week. They held a HERA SEOULISTA Collection showing the beauty of SEOULISTA, HERA’s style icon. Seohyun, a member of Girl's Generation, and Sunmi from girl group Wonder Girls, were among the audience for the event. Buyers and celebrities said after the show that they were impressed with the fast growth of Korean fashion and beauty industry and that the beauty brand HERA gave them a greater appreciation of the beauty of Korean women.

Beginning in 2000, Seoul Fashion Week has grown with the Korean fashion industry. It is held twice a year – Spring/Summer and Fall/Winter – and maintains its presence as the leading fashion show for top class designers and a tremendous business event for cutting-edge fashion designers in Korea.