Eunmi CHAE

ELLE Korea Launched in 1992 What were the fashion and beauty trends at the time?

“Different regions had different styles; Seoul had hip-hop styles in the Gangnam district and retro styles in Gangbuk. Hairbands and scrunchies were also popular. I liked unisex items, such as Guess and Levi’s jeans. ELLE Korea delivered shoots with models such as Claudia Schiffer and Linda Evangelista to South Korea, inspiring countless women with their looks. It also broadened the fashion horizons of Korean women by introducing them to high-fashion brands and shows, both prêt-à-porter and haute couture.” How did it feel when you first discovered ELLE?

“When I first saw ELLE Korea, I was very impressed by how different its design was from local magazines. In 1992, I was 13 years old and lived in a small city called Hapcheon, which is in southern South Korea. ELLE Korea was the first Korean magazine to feature top foreign models. Of course, the creativity of the high-fashion brands worn by the models was a shock, as was a picture of Naomi Campbell in lingerie in the February 1993 issue. It was very cool. The fashion section was (and still is) really sensational.” What do you think ELLE has brought to South Korea?

“ELLE Korea is a fashion magazine, but we also [focus on other important areas] for women: society, politics, culture, interviews, opinions, environment, sustainability, lifestyle issues and so on. ELLE Korea has contributed greatly to the development of women’s rights by producing various features. Fashion magazines were (and still are) a part of the feminist movement and played a leading role in the promotion of rights. I was a features editor for ELLE Korea for over 10 years before becoming editor-in-chief last year. Our big team is never quiet, and this creative noise makes me happy. I’m always checking myself as to whether I’m maintaining the ELLE identity and whether my choices are the right direction for us. ELLE Korea is embracing sustainability and diversity more than ever.” †