SEOUL, South Korea — H&M has transformed its flagship Seongsu store into an immersive art and fashion destination with the launch of “I SEE YOU,” a collaboration with Korean multidisciplinary artist MLMA (ME LOVE ME A LOT). Opening on July 23, 2026, the exhibition is scheduled to run through late August, inviting visitors to experience a multi-level installation that merges contemporary art, music, and fashion.
Located at H&M Seongsu in Seoul’s creative Seongdong district (17-1 Yeonmujang-gil), the project reimagines the retail space as an interactive gallery. Visitors move through a series of themed environments featuring MLMA’s signature surreal aesthetic, including a towering rabbit sculpture named Kuroo, a pink-haired unicorn, immersive rooms, and a music-inspired installation designed to reflect the artist’s distinctive visual universe.
The exhibition coincides with the release of an exclusive MLMA x H&M denim capsule collection, available only during the collaboration. The limited-edition collection incorporates the artist’s original illustrations and playful graphic motifs into denim garments and accessories, extending the exhibition’s visual language into wearable fashion.
Known for blending illustration, music, fashion, and digital art, MLMA has developed a recognizable artistic identity built around whimsical characters, dreamlike imagery, and expressive storytelling. The “I SEE YOU” installation brings these recurring themes into a physical environment, encouraging visitors to explore the relationship between art, identity, and self-expression through immersive spaces rather than traditional gallery displays.
Admission to the exhibition is free during the event period.
Exhibition Information
- Exhibition: I SEE YOU by MLMA
- Venue: H&M Seongsu, 17-1 Yeonmujang-gil, Seongdong-gu, Seoul
- Dates: July 23, 2026 – Late August 2026
- Highlights: Immersive multi-floor installations, Kuroo rabbit sculpture, pink-haired unicorn, themed art rooms, music-inspired spaces, and an exclusive MLMA x H&M denim capsule collection.
Photos by H&M
