COEX Convention Center was a city in itself, all glass and steel echoing with the sound of suitcase wheels and barking orders. At the main entrance, banners fluttered for Seoul Fashion Week, paparazzi already prowling for celebrities and the first wave of influencers. Even in the morning, the building buzzed—models and assistants lugging garment bags, stylists wielding coffee like weapons, and organizers sprinting to secure their share of the day's chaos.
Seo Yura was in full "brand mode." She stood in front of a camera crew, her posture perfect, fielding rapid-fire questions in clipped, unshakable Korean. "Lumina's vision is always global, always Korean at heart," she said, a cool half-smile for the audience. Off-screen, her phone was blowing up with messages: suppliers confirming arrivals, journalists asking for exclusive quotes, stylists double-checking run sheets.
