Do your South Korean roots influence your brand?
I feel my South Korean roots are referenced in my work ethic and the details of my designs – the cut of a shirt for instance, or the shape of a button. We have an office in Korea where we manufacture all of our clothing, so it is still very much a strong presence in my life and in the brand.
Your brand is relatively young and has done incredibly well, selling at over 100 stockists, as well as being nominated for the Vogue Fashion Fund Award. Did you expect the company to do sowell? It has been very challenging launching and
running a business. Although we are quite young, it feels as though we have worked long and hard to get to where we are. I have dreams for developing new facets of the brand, however, I don’t want there to be too much hype, I want to make sure if we grow, we do so carefully and sustainably.
Was it difficult breaking into the industry or do you think attending Central Saint Martins gave you a better chance than most? It was an incredible
experience. It pushed me to define my point of view as a designer. It gave me the chance to showcase my graduate collection on an international platform, but it was winning the Han Nefkens Award for this collection which really gave me the confidence and opportunity to launch my brand.
You are an advocate for diversity on the catwalk. What do you think a designer’s role is today for creating diversity in the industry? For me it was a
very natural way to show the collection on women who actually wear and love the brand. I do think the industry is moving towards a more natural and authentic kind of beauty – beauty that reflects life in all its stages and represents the truly diverse nature of women around the world. I hope that all designers want to celebrate the true nature of women and empower them through the clothes that they create.
Who would you say is your go-to friend in the industry that you could talk to about anything?
My husband Jordan has been amazingly supportive since I started the business. Also, my managing director and long time friend, Renee – we met at Central Saint Martins years ago and she joined the team earlier in the year.
What is it about London that inspires you?
I am lucky to live in a city where there is always a new art exhibition, historic museum or great restaurant to check out. Such an amazing city attracts great talent, so the women who surround me every day are a constant source of inspiration.
What do you think of the K ar dash ian sand the rise of reality stars having an impact on the fashion industry? I am fascinated by this new era we seem
to be living in and the rise of influencers. It is quite incredible the way communication tools like Instagram allow you to discover the life of someone who lives on the other side of the world. Personally, I am inspired by the realities of every day life. I love raw images and the women who have something to say but don’t take themselves too seriously.
What do you think about Middle Eastern beauty and how can you see your designs being received in this region? I feel my aesthetic is very aligned to Middle
Eastern beauty – I try to make silhouettes which are elegant, modern and feminine rather than overtly sexy. We have received a lot of positive feedback from our Middle Eastern stockists so I hope that women across the region are enjoying the collections!
It has been well-documented that you and your chef husband Jordan are massive foodies. What is your favourite dish? I love eating Kimchi
pancake, a delicious traditional Korean dish that is very quick and easy to prepare.