Robots step onto Seoul’s fashion runway

Humanoid robots shared the catwalk with human models in Seoul as Galaxy Corporation turned a fashion show into a test of how artificial intelligence, entertainment and daily life may begin to overlap.

The Mach33 Physical AI Fashion Show, staged on May 28 at Galaxy Robot Park in Gangdong District, placed robots in coordinated outfits beside models wearing matching designs. The display was built around a simple proposition from the company: if robots are moving into public spaces, homes, workplaces and entertainment venues, they may also need a visual identity.

Galaxy Corporation, known for linking entertainment with technology, presented the event as more than a novelty performance. Its founder and chief executive, Choi Yong-ho, has described Mach33 as a marker for a “physical AI” era in which technology is no longer confined to screens but appears in bodies that walk, gesture and interact with people. The runway show sought to show that clothing could become part of that transition, shaping how humans perceive machines and how robots fit into social settings.

The event took place inside Galaxy Robot Park, a 16,500-square-metre venue that opened in eastern Seoul on May 5. The park features humanoid robots performing K-pop routines, mock boxing matches, interactive demonstrations and other entertainment formats. The company has positioned the site as a testing ground for robot-led performance, with ambitions that extend beyond Korea into touring shows and global entertainment products.

The fashion show reflected Galaxy Corporation’s broader attempt to build a cultural brand around robotics. The company manages high-profile entertainment names including G-Dragon and Taemin, while also promoting itself as an “enter-tech” business. That combination of pop culture, stagecraft and robotics has helped it attract attention in a field often dominated by industrial automation, warehouse systems and laboratory prototypes.

The robots that appeared on the runway were not presented as replacements for human models, but as co-performers. Their value lay in the spectacle of synchronisation, movement and visual contrast. Matching outfits reduced the distance between human and machine, while the robots’ mechanical gait reminded audiences that the technology still carries limitations. The result was less a conventional fashion presentation than a staged experiment in public acceptance.

The concept also raised practical questions. Robots designed for hotels, retail, care homes, theme parks or public-facing service roles may require clothing that does more than decorate. Garments may need to allow joint movement, protect sensors, signal function, reduce intimidation and make machines more approachable. Fashion for humanoids could therefore become a niche within industrial design, combining textiles, robotics engineering and brand strategy.

Seoul’s robot catwalk arrives as Korea deepens its push into humanoid robotics. The K-Humanoid Alliance, launched in 2025, brought together major companies, universities and research institutes with the aim of strengthening national capability in AI-driven robots by 2030. Samsung Electronics has increased its stake in Rainbow Robotics to 35 per cent, while Hyundai Motor Group has expanded its work with Boston Dynamics and outlined plans tied to large-scale robot production.

Global competition is also intensifying. Tesla’s Optimus, Figure AI’s humanoid systems, Agility Robotics’ Digit and Boston Dynamics’ Atlas have pushed humanoids into investor presentations, factory trials and public demonstrations. The race is no longer limited to whether robots can walk or lift objects. Companies are now trying to define where robots will be commercially useful, how they will be priced, and how people will respond when machines occupy spaces once reserved for human workers and performers.

Fashion may appear peripheral to that contest, but public trust could become a decisive issue. Humanoids must navigate human environments where appearance, motion and social cues matter. A robot dressed for a hospital will need to project cleanliness and calm. A retail robot may need to look welcoming. A performer may need costume, hair, lighting and choreography as carefully planned as any human act.

Galaxy Corporation’s Seoul event leaned heavily into spectacle, but it also exposed the unsettled state of humanoid design. Robots still move with visible constraints, and the emotional connection that human performers build with audiences remains difficult to reproduce. The company’s bet is that entertainment can accelerate familiarity, making robots less alien before they move into other parts of daily life.