Korean culture has captivated the world. Netflix’s Squid Game is the latest in a line of pop-culture shows and cultural phenomenons, following the rise of K-Pop, K-Beauty, Korean food, and the emergence of Seoul’s trailblazing street-style scene. The latter, plus a genuine desire to celebrate the diversity of the MATCHESFASHION community based there and how they curate their lives authentically – boldly reflecting our brand values – sparked our latest campaign, The Auditions.

Playfully tapping into Korea’s devoted idol culture via a buzzy Instagram open call, our audience was invited to ‘audition’ to be in the final campaign shoot. Each person could submit a look that expresses their personal style by tagging MATCHESFASHION in the post and explaining why they should be featured alongside a group of well-known Korean creatives. ‘We wanted to show that style is so much more than just the clothes you buy, but how you live your life and how you see the world,’ explains MATCHESFASHION regional director Jason Lam of the project’s substance. ‘Opening up our campaign in this social casting-call format is a such a great way to discover people you might not normally see in a traditional fashion campaign. Everyone has the chance to be seen and featured.’

Singer Sunmi, YouTube creator Gemma, model and entertainer Han Hyunmin, size-inclusive model and musician Park Changin (Jemma), actor Lee Donghwi and drag performer Nana Youngrong Kim were pre-chosen because they represent Seoul’s current style tribes and challenge the country’s homogenous beauty ideals by living and dressing their truth. Kim shares that he’s very happy that this ‘social atmosphere of valuing diversity means that the next generation of drag artists can be more respected.’ ‘Unapologetically celebrating one’s identity and individualism through clothes and style is what I thrive on,’ adds Changin. ‘As a body activist, I encourage people to feel beautiful and sexy, and detach their self-worth from clothing sizes, so I am extremely excited to witness industry norms shift.’ 

Now that the submission deadline has passed, MATCHESFASHION and the six creatives will vote on their favourite looks, and the four applicants who receive the most votes will complete the final campaign line-up of 10. Styled in a selection of new-season pieces especially curated for them and photographed by Cho Gi-Seok, whose beautifully surreal images have appeared in both Dazed Korea and Vogue Korea, the four winners will receive an unforgettable luxury fashion editorial shoot experience. As far as Changin and Kim are concerned, the Auditions campaign is a refreshing glimpse of where Seoul’s spirit and culture is heading – trend-setting inclusivity. Look out for it at specific sites in the city until mid December and on MATCHESFASHION’s digital channels globally.