To promote South Korean culture on Western markets, The Selects is banking on the general craze surrounding Korean fashion in recent years. The fashion hub created by the government and the KCCA agency brings together 9 emerging brands from its most promising designers as showcases for the peninsula on the international scene.
Thanks to a wild poster campaign deployed in the heart of the fashion capital, Parisians were able to discover a glimpse of this project declined in 10 trendy visuals on the occasion of the big virtual showroom organised by The Selects. The Selects also took advantage of the campaign to invite the public to join their Instagram community via a QR code included on one of the visuals.
A very specific profession, strong customer expectations and local know-how that is not always mastered
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