Hyein Seo

Hyein Seo's bachelor collection debuted at New York Fashion Week for the VFiles Made Fashion presentation while she was studying at the famous Royal Academy of Fine Arts in Antwerp. Seo launched her eponymous line in 2014, following her graduation. Seo is one of the most well-known South Korean designers in the world because to the counterculture elements in her designs and the way they appeal to young people going from adolescence to adulthood.

Rihanna wore a black-and-white fur stole from her Fear line to the Comme des Garçons Fall/Winter 2014 catwalk show at Paris Fashion Week the same year she debuted her business. When she performed at the 2014 MTV Movie Awards, the singer immediately followed it up with a Hyein Seo jacket from the same collection.

Seo is inspired by what she refers to as "bad girls" in popular culture. Lady Vengeance Fall/Winter 2016, one of her collections, is named after the Park Chan-wook film Sympathy for Lady Vengeance, and contains jackets and long coats with the words "rage," "provoke," "sinner," and "punishment" – themes of the film — emblazoned on them. Then there's the Final Boss Fall/Winter 2017 collection, which featured motifs inspired by video game character Chun Li from the Street Fighter series and Wong Kar Wai's film 2046.

Her inventions, such as the garter belt bag that can contain smokes, vinyl biker leggings, and cut-out spandex tops, have garnered her a "tough girl" image. The label is unisex, with things like giant sweatshirts, baggy jeans, crop tops, and miniskirts, and its fans include Kendrick Lamar, Bella Hadid, and G-Dragon.

Her most recent collections, White Noise Spring/Summer 2019 and Save Yourself Fall/Winter 2019, are geared at the savvy of Seoul's modern youth. The Fall/Winter 2020 collection features monochrome technical designs such as hooded pilot bomber jackets, extended parkas, cropped windbreakers, and more.

Founders: Hyein Seo
Founded: 2014

Website: https://hyeinseo.com/shop/