No invite needed to walk the runway: adidas brings Seoul Fashion Week backstage out onto the streets

The hardest place to get into during fashion week has opened its doors to everyone this time.

During 2027 S/S Seoul Fashion Week, adidas CONFIRMED created “CONFIRMED | BACKDOOR” at Lotte World Tower World Park in Jamsil. Rather than an ordinary sneaker pop-up, it recreates the full fashion show journey, from the back door and backstage all the way to the runway.

Even without a Fashion Week invitation, visitors can step inside to take Look Board photos, explore the archive, and even use AI to generate footage of themselves walking the runway.

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Enter through the Backdoor to see the side of the show that isn’t open to the public

images from / adidas

The space is divided into three sections: Backdoor, Backstage, and Runway.

The first zone begins with adidas Originals’ heritage and archive, placing classic sneakers and design materials in a studio-like setting. Photos, sketches, and mood boards on the walls make it feel like stepping into a fashion show’s work area.

The concept also echoes CONFIRMED’s “Access to the Unseen” theme. Rather than simply letting audiences sit at the show and see the final result, it aims to reveal the preparation usually kept behind closed doors.

Step into Backstage, and you become the model

images from / adidas

Further inside, visitors gradually go from exhibition viewers to the stars of the entire experience.

The Backstage area recreates the process of models shooting Look Board photos before taking the runway. Visitors can leave photos of their own looks, then enter the interactive AI Runway zone, where the system turns those images into footage of them walking a real runway.

From entering through the back door and having your look photographed to finally stepping onto the Runway, CONFIRMED turns a Fashion Week process once reserved for models and staff into an experience anyone passing through Jamsil can join.

Stan Smith takes the runway in K-Fashion style for the first time

images from / adidas

Another focus of adidas’ collaboration with Seoul Fashion Week is the Stan Smith.

The Seoul Metropolitan Government said adidas will place renewed focus on this classic sneaker in 2027. This time, it introduces the Stan Smith to K-Fashion looks and the runway through the perspective of Korean designer label KIMHĒKIM.

The pop-up also features KIMHĒKIM’s reinterpretation of the Stan Smith, along with the Seoul Edition and related limited offerings. A product raffle brings the “fashion show” experience back to pieces you can actually wear.

“CONFIRMED | BACKDOOR” is open exclusively from September 3 to 6. Its most interesting aspect may be that it doesn’t treat Fashion Week as a show only a select few can enter, instead bringing the process once kept behind closed doors straight into the center of the city.

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