CreatripTeam

British premium brand DAKS (part of LF) held its first domestic fashion show in 12 years at Seoul’s Shilla Hotel on the 24th, presenting the 2025 Fall/Winter collection. The show highlighted the brand’s ‘modern British classic’ vision and the results of a four-year renewal strategy led by Creative Director Luc Goidadin (formerly of Burberry). Classic DAKS elements—checks, logo, trench coats—were reinterpreted with contemporary cuts, younger sensibility, and luxury fabrics. Recent commercial successes include a timeless cashmere coat that sold 250% more year-over-year and strong new-customer growth (50% for the brand overall, 30% for a spring/summer “Royal British Cape” dress). The FW collection draws inspiration from London locales such as Notting Hill, Regent’s Park, Savile Row, and Annabel’s social club, using mixed materials, irregular check patterns, and jewel-tone colors to convey autumnal London mood. DAKS says the show marks a turning point to deepen customer engagement and boost brand vitality while reinterpreting its 131-year heritage for today’s audience.