[Edaily Reporter KIM JUNG YOU ] LF(093050)announced on the 23rd that its premium casual brand, “Hazzys,” will hold a global order fair for next year’s spring/summer (SS) season at its Myeongdong flagship store, “Space H Seoul,” through the 7th of next month.

This order fair serves as an opportunity to preview new products for next year’s SS season, while also offering a comprehensive look at Hazzys’ brand philosophy and global strategy. A key feature this year is the enhanced focus on K-heritage content.

Global buyers, as well as international TikTok creators and fashion influencers, are expected to attend. Buyers will place orders for the new collection, while creators will share their brand experiences through their content.

Artificial intelligence (AI) content will also be showcased. Key looks representing next year’s SS season have been brought to life through AI runway videos. An AI-driven world-building film featuring the brand’s iconic character, “Harry,” will also be unveiled. This content format is designed to help viewers intuitively understand Hazzys’ brand philosophy.

Additionally, Hazzys has newly established a global business-to-business (B2B) ordering system linked to its AI digital lookbook. Buyers can view product designs and details at a glance through the digital lookbook and complete product purchases and orders in one go without the need for separate paperwork.

The main theme for next year’s SS season is “Notting Hill—The Color of London.” Inspired by daily life in London’s Notting Hill, the collection brings to life “Portobello Market,” a symbol of vintage heritage, and the “Notting Hill Carnival,” Europe’s largest street festival.

The flagship content is “Hedges Blue,” which will be unveiled through a denim art exhibition created in collaboration with the National Heritage Promotion Agency and Park Young-ae, a National Intangible Cultural Heritage master of embroidery. Additionally, the brand has expanded its HRC line—a modern reinterpretation of British sports heritage—and will present a collectible art project created in collaboration with 3D artist “Kreet.”

At Hazzys, Global Creative Director (CD) Kim Hoon is scheduled to personally present next year’s SS collection and brand strategy to global buyers.

An LF official stated, “Global order fairs are no longer merely events for introducing products; they are evolving into platforms where attendees can experience a brand’s philosophy and content together,” adding, “Moving forward, we plan to continuously present differentiated brand experiences that combine collections, spaces, and cultural content, centered around Space H, to further strengthen our competitiveness as a global premium brand.”