As South Korean fashion brands seek to establish themselves in Europe, The Noah Production in Paris is providing essential support to facilitate their success.
As domestic fashion brands from South Korea increasingly target the European market, The Noah Production, based in Paris, France, is stepping up to assist in this endeavor by offering comprehensive support that extends beyond traditional fashion shoots. This includes planning fashion shows, establishing a network of global buyers, and facilitating local promotions. Director Jeon Noah highlighted the significance of Paris Fashion Week as a pivotal event, stating, “During Paris Fashion Week, fashion stakeholders from around the world gather in one place.” He emphasized that it is “not just a simple showcase; continuous exposure for brands and inviting buyers is key.”
On December 5, the ‘2024 Korea-France Cultural Award’ event featured a notable fashion show for designer Baek Hyun-joo’s Spring/Summer 2025 collection. This event, co-hosted by the Korean Cultural Center in France and the Korean Embassy in France, serves as a representative case for the potential of domestic fashion brands to penetrate the Paris market, with The Noah Production overseeing the overall planning and production.
Following the successful execution of the fashion show and accompanying shoots, The Noah Production continues to provide ongoing support to the involved brands. The focus remains on fostering collaborations that help these brands enter local multi-shops and connect with buyers through subsequent showroom events and promotional activities. Jeon pointed out the necessity for Korean fashion brands, stating, “For Korean fashion brands to succeed in the global market, forming sustained relationships and establishing a foothold in Europe is essential, rather than relying on one-off events.”
The strategy employed by The Noah Production is multifaceted, with plans to continue supporting domestic fashion brands in their quest for growth on the international stage. Jeon affirmed the commitment to provide customized strategies for each brand, indicating a clear roadmap for those looking to amplify their presence in Europe. As the company expands its offerings in Paris—encompassing aspects like fashion shoots, show planning, buyer networking, and retail integration—it appears poised to facilitate a stronger European influence for Korean fashion brands moving forward.
Source: Noah Wire Services
