We've got Seoul...
With Seoul Fashion Week kicking off this week, we wanted to introduce you to the hottest designers at Browns for spring/summer '19 that have all come out of this South Korean city.
K-pop and Korean beauty products have fast become a firm fixture in our daily lives, so it was only a matter of time before we immersed ourselves in the fashion of this forward-thinking capital. Known for their avant-garde style, Seoul’s designers are unafraid of experimenting with colour, print and form, resulting in a unique aesthetic that redefines gender and style.
Master of the his-and-her aesthetic that is so popular with couples in South Korea, Charm’s unisex style plays with colour, print and plenty of logo branding. Started in 2013 by designer Yohan Kang, Charm’s has collaborated with K-Pop stars such as Shinee, which helped to further elevate this playful brand. Known for their juxtaposing pieces where tailoring meets sportswear, their SS19 collection takes a fiery approach with 90s inspired flame and lava prints, alongside their ongoing collaboration with Kappa and some standout faux leather biker styles.
Hailing from one of the Gangnam District’s most talked about boutiques, We11done is the brainchild of Rare Market’s owners Dami Kwon and Jessica Jung. Taking its name from the quality of garment they produce and using 11 to represent the 11 team members at the store, We11done is an exciting rework on classic streetwear. Inspired by the Noughties and using Paris Hilton as a muse, this season’s collection combines oversized hoodies and T-shirts with mini skirts and bright neon mesh tops.
Founded in 2009 by design trio, Lee Myeong Sin, Hwang Hyun Ji and Park Jin Sun, Low Classic introduces boyish shapes with a feminine touch. Experimenting with utilitarian style, the pieces use lightweight fabrics and delicate prints in a series of muted tones. SS19 brings a mix of trench coats, cargo pants and oversized shirts mixed with girly tea dresses and structured blazers.
Redefining denim, SJYP was found in 2014 by husband and wife duo, Steve Jung and Yoni Pai. Often sported by many a K-pop star and Korean influencer, SJYP’s pieces feature unexpected silhouettes, reconstructed denim and a distinct 90s vibe. This season we welcome a bright range of coloured denim co-ords alongside some distressed stonewash pieces.
A graduate from Antwerp’s infamous Royal Academy of Fine Arts, Hyein Seo first came on our radar when Rihanna wore her ‘Fear’ scarf at Paris Fashion Week in 2014. Representing contemporary urban womenswear, Hyein’s pieces are the ideal merging of masculine and feminine silhouettes. SS19 is a mix of oversized hoodies and trousers with sexy, form fitting dresses and tops in a monochromatic palette.