From the runways of Milan to the bustling streets of Seoul, a new cultural bridge is redefining how fashion, art, and design connect across continents. Milan Loves Seoul, founded by a passionate team at BEYOND BORDERS, is creative dialogue between Italy’s timeless craftsmanship and South Korea’s bold innovation. As the Korean wave continues to influence global trends, Milan Loves Seoul offers a unique platform for emerging designers and creatives from both countries to meet, collaborate, and inspire one another.
About Milan Loves Seoul
Launched by co-founders Ylenia Basagni and Marcella Di Simone, alongside Paolo Rossanigo, Daniele Capogna, Lucio Rado, and Alessandro Pitzalis, Milan Loves Seoul is the flagship project of BEYOND BORDERS. The initiative thrives on a collective vision: uniting Milan’s heritage of elegance with Seoul’s energy of experimentation.
The dynamic team also includes Clara Machetti (Business & Sponsorship Developer) and Gloria Maeng (Fashion Relationship & Development Lead). Each of them brings expertise to shape an event that blends cultural richness with business opportunity.
Through curated showcases during Milan Fashion Week and Seoul Fashion Week, Milan Loves Seoul not only presents creative talent but also drives long-term collaborations, helping designers navigate and thrive in new markets.
Get to Know More about Milan Loves Seoul, An Inspiring Interview with Marcella and Ylenia
Q:. Can you introduce yourself and your background briefly?
Ylenia: My name is Ylenia Basagni. I’m the co-founder of Milan Loves Seoul, and I’ve been working in the fashion and creative industries for several years. For over 10 years, I collaborated with some of the most important names in Italian fashion, gaining invaluable experience in event production and creative direction.
However, at a certain point, I felt the need for something new. That’s when I began to explore and support emerging brands. I was driven by a desire to discover fresh voices and new creative languages. Over time, I’ve developed strong connections between Italy and South Korea, which naturally led me to explore ways of bringing the two worlds together through fashion, art, and design.
Marcella: My name is Marcella Di Simone, Co-Founder and project & communication manager (8 years working in marketing, branding, and social media for big and medium companies in Italy).
From crafting compelling social media campaigns to building meaningful relationships with influencers, media outlets, and institutions, I’m working to ensure that our fashion project’s message resonates with our target audience.
Through captivating storytelling and captivating visuals, I effortlessly capture the essence of our brand and convey it to the world. I strive to inspire and motivate others, ensuring our fashion project thrives as a collective effort where every voice is valued and every idea is celebrated alongside our shared vision.
Q: What inspired you to start Milan Loves Seoul?
Ylenia: The inspiration came from a genuine admiration for Korean creativity and the way it’s been influencing global culture, from K-pop to fashion, beauty, and design. At the same time, I’ve always believed in the strength of Italian craftsmanship and style. Milan Loves Seoul was born out of a desire to create a space where these two powerful creative forces could meet, inspire each other, and create meaningful collaborations.
Q: How did the idea first come to life? What was the initial motivation?
Ylenia: The idea first came to life in 2022, when Marcella and I attended Seoul Fashion Week for the first time. We were immediately struck by the incredible talent of Korean designers; there was so much creativity and potential, but it felt somehow hidden or underrepresented, especially in Europe. We realized that Korean fashion and its designers were not widely known or understood in the Western market, and that was a turning point for us.
So, it started with a simple idea: to go beyond trends and create an authentic dialogue between two vibrant cities. The initial motivation was to highlight emerging talents and give them an international platform. We wanted to curate an event that embodied the essence of fashion.
Q: Why Milan, and why Seoul? What’s the connection you’re trying to build?
Ylenia: Milan and Seoul are both cultural capitals, each with its own distinct energy. Milan represents timeless elegance and craftsmanship, while Seoul brings boldness, innovation, and a fresh creative voice. The connection we’re building is about celebrating these differences while also finding common ground, especially among the new generation of designers, artists, and creatives who are shaping the future of both industries.
Q: What makes this event special or different from other cultural or fashion events?
Ylenia: Milan Loves Seoul is not just a fashion event, it’s a curated cultural bridge. What makes it unique is its collaborative spirit: we involve designers, artists, musicians, and creatives from both countries to create something together. It’s not about showcasing one culture to another; it’s about blending perspectives, co-creating, and giving visibility to new voices that deserve to be heard on a global stage.
Q: How do you select the designers or brands featured in Milan Loves Seoul? Is there a specific aesthetic, message, or innovation you look for?
Marcella: We select designers who are not only talented but have a clear, recognizable identity—brands that speak a contemporary visual language while staying rooted in their own culture. We value innovation, craftsmanship, and the ability to build bridges between tradition and modernity. Whether avant-garde or minimalist, what matters most is that the brand has something meaningful to say and the ability to connect with a global audience emotionally.
Q: How does Milan Loves Seoul support the business development of Korean designers entering the European market?
Marcella: Milan Loves Seoul is a platform that combines visibility with concrete business opportunities. We offer curated showcases during Milan Fashion Week and Seoul Fashion Week, connect designers with buyers and press, and support them through strategic marketing, storytelling, and distribution consultancy. Our goal is to help Korean and Italian brands not only be seen, but understood and positioned for long-term success in Europe and South Korea.
Q: You are bringing together two vastly different fashion industries and cultures. Do you face any challenges?
Marcella: Absolutely—but that’s part of the beauty. One of the biggest challenges is overcoming stereotypes and communication barriers, both linguistic and conceptual. Italian and Korean creatives have different ways of expressing beauty, structure, and purpose. But when these differences are embraced rather than erased, something truly magical happens. We act as cultural translators as much as curators.
Milan Loves Seoul IV Edition in Seoul
The Milan Loves Seoul IV Edition is set to take place on September 6–7, 2025, in the vibrant Seongsu district, Seoul’s hub of creativity and style. This edition will bring together independent Italian fashion designers, Korean creatives, and cultural partners for two days of fashion, art, and cross-cultural collaboration.
Visitors will also have the rare chance to explore the Milan Loves Seoul exhibition, an immersive showcase where you can experience the fusion of Italian craftsmanship and Korean innovation up close.
But before we visit Milan Loves Seoul IV Edition, let’s get to know more about it through this exclusive interview with Marcella and Ylenia.
Q: Who are the key participants or collaborators in this edition? Any celebrities involved?
Marcella: This edition features a vibrant mix of independent Italian fashion designers, Korean creatives collaborating in the show, as well as cultural institutions and lifestyle partners. We also collaborate with beauty brands and artists. While we often have influencers and media personalities supporting us, we prefer to focus on authentic storytelling over traditional celebrity appearances. That said, stay tuned—some surprises are on the way.
Q: What would a perfect day in Seoul look like for the Milan Loves Seoul team?
Marcella: It would start with a creative coffee meeting in a cozy cafè, followed by a walk through the flagship stores of Seongsu, lunch in a hidden hanok with a local designer, and then a late afternoon shoot at an art gallery in the vibrant area of Itaewon or Dongdaemun, observing the street style. At night, we’d probably end up at an underground club or rooftop bar discussing future projects. Inspiration never stops in Seoul.
Q: Are there any Milan Loves Seoul-hosted or planned experiences for travelers in Korea in the coming months—like pop-ups, cultural tours, or immersive brand showcases?
Marcella: Yes—we are currently developing the future experience calendar for fashion and culture lovers visiting Seoul. This will include pop-up showcases, private studio visits, and mini events blending fashion, beauty, and design. We aim to offer travelers a deeper, more emotional connection with the brands and creatives shaping the new Korean wave. And of course, visit the Milan Loves Seoul event when it is open to the public.
Q: For travelers visiting Korea through the lens of Milan Loves Seoul, what should they look out for in terms of fashion, culture, and design?
Marcella: Look beyond the obvious. Visit small ateliers, explore independent concept stores in Mangwon or Samcheong, and talk to young creatives. Notice how tradition is reinterpreted—how hanbok silhouettes influence streetwear, how skincare rituals reflect deeper values. Korean design is about contrast: softness and sharpness, subtlety and boldness. That’s what makes it so unique.
Future Plans & Personal Thoughts
Q: What’s your vision for the future of Milan Loves Seoul?
Marcella: We want Milan Loves Seoul to become a bridge that’s both physical and symbolic, a reference point for those who believe in the power of cross-cultural creativity. We envision a future where our platform helps launch global careers, inspires collaborations, and tells stories that matter. And why not? One day, perhaps, a permanent space between Milan and Seoul.
Q: Is there a message you’d like to share with our readers or followers globally?
Marcella: Stay curious. The world is more connected than ever, and creativity knows no borders. Fashion can be a tool for empathy, exchange, and transformation. Milan Loves Seoul is not just about aesthetics—it’s about building a shared future through design.
Q: Last but not least, on a personal note, what’s your favorite neighborhood of Seoul?
Marcella: It’s hard to choose, but Seoul Forest and Bukchon Hanok Village have a special place in my heart. It’s where you feel the quiet poetry of old Seoul—narrow alleys, traditional hanoks, local art studios—and yet, everything is alive with new ideas. It reminds me that beauty often lies in the in-between.
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