Seouls10soul

SEOUL’S

D.GNAK by KANG.D

Jehee Sheen

LEIGH

Cy Choi

GENERAL IDEA

LEYII

PartspARTs IMSEONOC

Steve J & Yoni P

HEOHWAN SIMULATION

the studio K

BRAND

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GLOBAL FASHION CREATIVES

The Seoul Metropolitan Government has Designated

the Korean fashion as one of the city’s eight new indus-

tries to give strong governmental support. with a goal

of globalization of Seoul fashion, the city has support-

ed the fashion industry and fashion-related events by

bringing together the domestic industry and established

infrastructures to improve the overseas publicity and the

marketing strategies and tools.

The Seoul Metropolitan Government hope that the

Seoul Fashion Week serves as a springboard for the Ko-

rean fashion, making Seoul one of the world’s fashion

cities.

- Seoul Metropolitan Government / Department of Fashion

IN-TRO-DUC-TION

Seoul’s 10 Soul is a project started by Seoul City

Government in 2010, to promote up & coming fashion

designers based in Seoul in helping them in raising their

global awareness and in making doors to key stores in

international cities. 10 Designers are chosen by the in-

ternational panel of jury every year, and Seoul City Gov-

ernment support the designers in terms of international

showroom & buyers inducement, and in arrainging the

seasonal presentation during the Paris Fashion Week.

The Project processes through a year, and design-

ers who gained a significant result in press & commercial

are to be supported by the program in the following year.

Seoul’s 10 Soul title is a similar pronunciation of “Seoul”

& “Soul” means the 10 Soul represents the creativity and

global readiness of Seoul city to the world. Seoul’s 10

Soul designers have been showcasing through the pres-

entation at Paris Fashion Week & commercial show par-

ticipation in the past and have gained positive reactions

from international buyer & press.

In this year of 2013, as of their forth artistic presen-

tation during the fashion week, these 10 designers are

ready to show their creativity to the global market.

- Seoul’s 10 Soul / Presentation for Paris

GLOBAL FASHION CREATIVES

GLOBAL FASHION CREATIVES 7

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BRAND NAME

D.GNAK by KANG.D

Name - Dong-jun Kang

Born - Seoul, Korea

Education - Parsons Design School 2000-2004

NY USA BFA Degree Program Fashion / BFA Scholarship

KDI Graduate School of Public and Management, MBA 2005-2006

Experience - Creative Director, D.GNAK by KANG.D 2006 - The present

2010 F/W Busan Pret-a-Porter - 2010

2011 S/S 2011 F/W London Fashion Week - 2010,2011

2011 Korea Heritage Fashion Show - 2011

2012 F/W Singapore Men’s Fashion Week - 2012

2008 F/W ~ 2013 F/W Seoul Fashion Week - 2008 ~ 2013

BRAND CONCEPT

The Young Korean designer? After having graduated at Parsons

School of Design in New York, he started his path as a designer,

drawing the collection “D.GNAK by KANG.D”, with fashion shows

during 08 F/W Seoul Fashion Week.

He specializes in tailored men’s clothing with twisted details,

avant-garde silhouette and achromatic color.

His main goal is to re-create and capitalize on aspects of ‘Casual

Life’ where he has a platform to exercise his twists and improvisa-

tions on this innovative line.

The brand name “D.GNAK by KANG.D” is a carefully crafted im-

age, which applies an innovative mirroring technique, reflecting the

brand consistently for the wearer and viewer.

This approach ensures dependable and memorable experience,

confirming and reinforcing the brand.

The brand targets are young men who have strong fashion sen-

sibilities, who care how their life is expressed, displaying charac-

teristics of quality and style, while retaining a youthful exuberance

and pleasure in life.

14 S/S SEASON CONCEPT

Theme : Among Us

The inspiration came from the movie ‘Man in Black’ where we

could live amongst neighbors or celebrities who can be aliens.

Every one of us is ordinary with the theme of each hidden point

while revealing slightly overlapping on both sides expressing who-

ever shows that if it is not as trivial.

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DESIGNER CONTACT

3F 646-1 Shinsa-dong, Gangnam-gu, Seoul, Korea

Tel. 82 2 3445 0670, Fax. 82 2 3445 0673

E-mail. [email protected]

SALES CONTACT

Tomorrow Showroom

Milan

Via Gaspare Bugatti 7/A 20144 Milan, Italy

Paris

5, Rue du Mail 75002 Paris, France


PRESS CONTACT

3F 646-1 Shinsa-dong, Gangnam-gu, Seoul, Korea

Tel. 82 2 3445 0670, Fax. 82 2 3445 0673


ONLINE CONTACT

Web. www.dgnak.kr

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BRAND NAME

Jehee Sheen

2009.1 Participated in Pitti Uomo 2009 AW Collection

2009.1 Participated in Tranoi Homme 2009 AW Collection

2009.6 Atmosphere Gallery 2010 SS Collection solo Exhibition

2010.1 Participated in Pitti Uomo 2010 AW Collection

2010.3 Participated in Jehee sheen 2010 AW Seoul collection

2010.4 Be selected the representative of SEOUL designers ‘10 soul’

2010.6 Participated in Tranoi Homme 2011 SS Collection

2010.10 Participated in Jehee sheen 2011 SS Seoul collection


2011.3 Participated in Jehee sheen 2011 AW Seoul Collection

2011.4 Be selected the representative of SEOUL designers

‘10 soul’ for two years in a row.

2011.5 Participated in Singapore Fashion Week


2011.7 Participated in ENK Tomorrow New York Fashion Exhibition

2011.10 Participated in Jehee sheen 2012 SS Seoul Collection



‘10 soul’ for third years in a row.

2012.9 Launched Women’s brand ‘32DICEMBRE’ AW12 collection.

2012.10 Participated in Jehee sheen 2013 SS Seoul Collection


2013.4 32DICEMBRE SS13 collection


‘10 soul’ for four years in a row.

BRAND CONCEPT

Jehee Sheen presents oriental philosophy with his representation

by contemporary vision.

Jehee Sheen comes from deep appreciation and exploration of

pure humanity. Humans of present day: their rationality and dispute

are to be pronounced as the contemporary being through.

He believes that fashion is above mere artistic amusement and

means to pretension: Jehee Sheen believes that fashion has the

ability to remedy the essence of human nature.

‘Through clothes’, ‘Fashion is beyond itself: it is a religion and a

philosophy.’


“raw to raw... From raw to raw

Attachment of raw materials, Respect for essential beauty and har-

mony with artificial beaty”

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DESIGNER CONTACT

Jehee Sheen


SALES CONTACT

Sunkyu Park


PRESS CONTACT

Hyojin Kim


ONLINE CONTACT

Eunhye Park


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BRAND NAME

LEIGH

2009. 11. LEIGH Launching

2010. 2011 S/S SEOUL FASHIONWEEK GENERATION NEXT

2011. 2011 F/W SEOUL FASHIONWEEK GENERATION NEXT

2011. 2012 S/S SEOUL FASHIONWEEK GENERATION NEXT

2012. 2012 F/W SEOUL FASHIONWEEK TAKE OFF

2012. 2013 S/S SEOUL FASHIONWEEK SEOUL COLLECTION

2013. 2013 F/W SEOUL FASHIONWEEK SEOUL COLLECTION

BRAND CONCEPT

‘LEIGH’is the designer label launched by Sanghyun Leigh in 2009.

Under the concept of classic, presenting liberal thoughts in a mod-

ern way. LEIGH pursues new mode communicating and sharing

interests with people and stories collected up to now.


croisement

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DESIGNER CONTACT


SALES CONTACT


PRESS CONTACT


ONLINE CONTACT

Web. www.studio-leigh.com

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BRAND NAME

Cy Choi

Cy Choi studied fashion design at the Department of Textile Art

and Fashion Design and the Graduate School of Fashion Design

at Hongik University.

He then went on to the Department of Fashion Design at the famed

Domus Academy in Milan where he delved into exploring the

boundaries between design and art.

Cy Choi was awarded the First Speciale in the 2004 Milano Studio

Moda Fashion Competition.

He later worked as a design consultant and an art director for

various European labels, including Meltin’ Pot, Redux Blue Jeans,

Wrangler Blue Bell,and Martelli.

after that he launched ‘Cy Choi’in Italy and he staged the solo

exhibition “Cy Choi” in Seoul in 2010.

He started presenting his collection at Seoul Fashion Week in Fall/

Winter 2011 until now.

He was selected as the winner of the seventh and eighth Samsung

Fashion & Design Fund(SFDF) in 2012.2013.

also His work has received rave reviews from popular online fash-

ion magazines such as Hypebeast and The Fashionisto in the Fall/

Winter 2012

BRAND CONCEPT

Cy Choi’s brand concept is ‘This and that’ and ‘Boundary’

The boundary is to differentiate the objects from exclusive line.

But through this thin line being microscopically disassembled from

both attribute accomplish various layers.

Like there’s countless spectrum exists for black and white bound-

ary.

Potential disassembled line is no longer exclusive attribute but has

potential to be symmetrize. Standing above the boundary

contiguity of an object will focus on the positive aspects.

SEASON CONCEPT

Cy Choi 2014ss Collection concept is ‘Image’ and The poem ‘blue-

bird’ contributed to Cy Choi Korea poet Hee-kyoung Yoo also in-

spired this collection.

Images which the poem reminds such as a bird and objects are

hand drawn, and all of them including stripe pattern are embroi-

dered on the jersey garment.

This collection generally forms modern atmosphere.and Decon-

struction of the tailored jacket is one of the main themes for this

collection.

When it comes to the fabric, various textures are in harmony.one of

the most remarkable characteristics of this collection is exquisite

details.

The protective film is kind of technical material which is originally

used for replacing stich, performing a toll of waterproof.

About color, this season is composed of black and white which is

the signature color of Cy Choi

DESIGNER CONTACT

#202 Onam Bldg.543-11 Sinsa, Gangnam, Seoul, Korea

Tel. 82 2 514 5243


SALES CONTACT

International

MC2 Diffusion Showroom, Paris

Web. www.mc-2shoroom.com

Korea

Yoo-Sung Na

Tel. 82 10 5209 7652


PRESS CONTACT

Ka-Yoon kim

Tel. 82 10 9417 5352


ONLINE CONTACT

Web. www.cychoi.com

Facebook

https://www.facebook.com/?sk=welcome#!/pages/Cy-

choi/315758695143043

Tweeter

https://twitter.com/_cychoi_

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BRAND NAME

General Idea

2003 ‘Genneral Idea’ brand launching

2005-2013 Participated in Seoul Fashion Week

2009-2013 Participated in Newyork Fashion Week

2010 PUMA × General Idea collaboration with global PUMA

2011-2013 Galaxy S2, S3 & S4 Co-Marketing Collaboration

with Samsung

2011-2013 Selected as Seoul’s 10 Soul Designer by Seoul Fashion

Centre of Seoul Metropolitan City

2012 Selected as New York men’s catwalk:

sports top five by WGSN

2012 Samsonite ‘Red’ Collaboration with Samsonite

2012 Selected as Denim Designer top 5 by WGSN

2012 Selected as a top class designer of 2012 by

Seoul Fashion Centre of Seoul Metropolitan City

BRAND CONCEPT

General Idea has it’s own unique brand color which is distinctive

from the general knowledge.

As we are using the image of famous painter Van Gogh, it abstract-

ly tells what we are trying to tell.

By suggesting unusual fashion and persuading endless change

and variety.


Automobiles are taking place as a critical element in fashion as

well. I was inspired by the detail and material from automobiles to

complete and perfect general idea spring/summer 2014 utilizing

structural lines to maintain balance and functionality.

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DESIGNER CONTACT

CHOI BUMSUK

63-12 Nonhyundong Kangnamgu Seoul 135-816 Korea

Tel. 82 2 546 6413


SALES CONTACT

Idiel Showroom LLC.

632W 28Th St 4Th Fl Newyork Ny 10001

Tel. 1 646 290 5838


PRESS CONTACT

NOUVEAU PR

307 West 36Th Street 17Th Floor Newyork Ny 10018

Tel. 1 646 861 1976


ONLINE CONTACT

General Idea Online Team

63-12 Nonhyundong Kangnamgu Seoul 135-816 Korea

Tel. 82 2 546 6413


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BRAND NAME

LEYII

SeungHee Lee is a fashion designer who started her career in Lon-

don after graduating from London College of Fashion

BA Womenswear with first class degree and obtaining a Masters

clas degree in Central Saint Martins.

She then worked for the womenwear brand Kuho of Samsung

Cheil Industries Inc. as a collection designer.

Seunghee lee successfully launched her own brand LEYII through

the 2010 S/S London Fashion Week.

With her first collection, Lee had an honour of being elected as one

of the top 10 exhibitors.

Thereafter, LEYII came to be a remarkable brand with regular part-

takings in London Fashion Week,

Tranoi, Pret-a-Porte, the train New-York and etc.

Also, SeungHee Lee was the only designer to be named as the top

10 designers of the Seoul’s 10 soul for 4 consecutive years since

2010. Starting from 2012, Lee has been promoting LEYII through

Paris showroom sales with aggressive marketing.

BRAND CONCEPT

Mystical female identity revealed in unconstrained experiments.

At the heart of LEYII is femininity.

Optimum balance and ratio that maximize the beauty of curved

female body and experimental spirit in pursuit of novelty are ex-

pressed in creative and contemporary fashion.

Experimental detail and patterns are found even in the minimalistic

design.

Through calm and vivid identity, LEYII creates new and mystical

female style.

With controlled level of stimulus, LEYII’s deep permeating detail

and design elements magnify the vivid identity of the brand.


Play Superimpose

What is Superimpose? stack or compose images to crease a new

screen. Inspired upon it, LEYII express to stack and mix a super

variety of fabric and print images upon it to deliver a contemporary,

mysterious and playful designs collection

DESIGNER CONTACT

Tel. 82 10 7104 4576

Tel. 82 2 2237 4077


SALES CONTACT

Tel. 82 10 7104 4576

Tel. 82 2 2237 4077


PRESS CONTACT

Tel. 82 10 7104 4576

Tel. 82 2 2237 4077


ONLINE CONTACT

Tel. 82 10 7104 4576

Tel. 82 2 2237 4077


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BRAND NAME

PartspARTs IMSEONOC

Designer IMSEONOC was graduated from Bunka Fashion College

Tokyo/Japan. She made her debut at Seoul collection in 1998. IM-

SEONOC, her brand philosophy with ART, freely collaborated with

ARTs including exhibition, movie, contemporary dance, art.

PartspARTs was selected as Seoul’s global fashion brand,

‘SEOUL’S 10 SOUL’ and draws world-wide attention by fashion

cities like Milano, Paris, New York, Tokyo, Hongkong.

2013, she participated the exhibition in fashion Brilliant Art Project

‘Dream Society’ sponsored by Hyundai Motor.

2012, PartspARTs had ‘Bag Collaboration’ with LEEUM Samsung

Museum of Art and presented cinematic performance with fashion

<Madame Freedom> at Seoul Art Center Opera Theater.

2011, S/S ‘TRANOI’ PARIS, CRAYON Hotel fashion show and col-

laboration project <FOODESIGN> with ‘GUZZINI’, Italian table

ware company.

2008 she designed the costume for <Musical Daejanggum> cos-

tume design and ‘Montreal Dance Festival’.

2004 she was awarded Asia Fashion Tribute Award by MOET &

CHANDON Group.

BRAND CONCEPT

PartspARTs IMseonoc based on Arts and designs with fashion,

such as exhibitions, movies, and contemporary dance through

combination of PartspARTs’ brand philosophy. It contains reno-

vates a new idea to clothes with unique process of design method

and patterns. We are working steadily with innovative manufactur-

ing method, system.

For our own original style meeting Art and practical value. By using

a single material to eliminate the waste, it often comes with the de-

signing process. Our fashion has to have a sustainable developing

model and be alternative for fast fashion. partsparts purpose for

effecting on our every -day life.


For 14SS season concept of PartspARTs is practical, professionals

and simple way of making process. Mainly, our brand has a story to

tell you that ordinary people can be specialist by wearing clothes.

it is not only for a specific person’s choice, as like a uniform, it is

simply lined and workable, unique of colour ways and it effects

comforts as well.

Life is short, PartspARTs is long. By this, we are aiming to give ef-

fects on wearable clothes of new recent our life style as it is 14s/s

theme.

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DESIGNER CONTACT

Im Seonoc

H.P. 82 10 6211 3935


SALES CONTACT

Kim Jin

Tel. 82 2 3443 3937

H.P. 82 10 9035 0767

E-mail. [email protected], [email protected]

PRESS CONTACT

Chaewon Park

Tel. 82 2 3443 3937


ONLINE CONTACT

Seoyeon Yoo

Tel. 82 2 3443 3937


Web. www.parts-parts.kr

www. imseonoc.com

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BRAND NAME

Steve J & Yoni P

Designer Steve J and Yoni P who granted B.A/M.A(with Distinction)

from Central Saint Martins College and M.A from London College

of Fashion respectively and move animatedly by presenting a cat-

walk fashion show at London Collection and London/Paris show-

room are ‘One to watch’

duo designer selected by vogue.com. They were selected as one

of eight ‘Leading fashion designers of Korea’ in Vogue Korea June

2010, and awarded ‘Designer of the year’ at 3th Korea Fashion

Awards.

Steve J & Yoni P have gone from strength to strength, being fea-

tured on the front covers of many international press and also col-

laborating with L’oreal, SHO jewellery, Topshop, showstudio, 10

Corso Como Seoul, Lane Crawford, Black Martinesitbon.

Steve J & Yoni P is introduced in many of department stores and

shops of 13 countries like Opening Ceremony(NY,LA), I.T Hong

Kong, Lab concept by Lane Crawford, 10 Corso Como Shanghai,

Harvey Nichols(HK), TSUM Department Russia and so on, and it

also introduced in local market like 10 Corso Como Seoul,

Bluefit(multi shop of Shinsegae Department Store), GDS by Gal-

leria Department, By Ettol by Lotte Department Store and so on.

BRAND CONCEPT

Contemporary womenswear label

Delicately balancing of the high-end casual wear (Characteristic

print pieces) and Stylish & Contemporary Outer Collection has got

a beautiful colour and humour


‘POP UNIVERSE’

Tick tock tick. Monitor off. Time card stamped.

A searing electronic melody which weaves in and out of an uplifting

trance-inducing tune gains momentum.

Out pumps a kaleidoscope of pop art coloured light streams per-

fect for street/air surfing.

Set within a hazy dream, POP UNIVERSE is form-fitted functional

with mesh cutouts and lace-up details.

Dreamy psychedelic motifs featuring unicorns and a palette of soft

neons replace the grit and grunge of urban realism

creating a world away from all things drear.

DESIGNER CONTACT

Tel. 82 10 2811 6911

SALES CONTACT

Tel. 82 10 2895 1508

PRESS CONTACT

Tel. 82 2 543 4766

ONLINE CONTACT

Tel. 82 2 543 4766

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BRAND NAME

HEOHWAN SIMULATION

Korean-born designer, Hwan, who studied menswear at the pres-

tigious Royal College of Arts, launched his eponymous womens-

wear label in 2010.

The brand concentrates on clean and modern aesthetics and sil-

houettes, which continually draw inspiration from men’s tailoring

and design detailing, with acute attention to detail. Using this as a

starting point, Hwan incorporates sharp lines into his desings and

begins every collection by experimenting with artwork inspired by a

critical viewpoint of the fashion phenomenon and history.

BRAND CONCEPT

HEOHWAN SIMULATION is a young brand currently establishing

itself in London UK which its business is planning to expand world-

wide.

The brand’s vision for the next 10 years is to showcase “The Cri-

tique Collection Project” where the theme for each collection stems

from Hwan’s experimental artwork and geopolitical aestheticism.

Studying the fashion history and pheomenon from 1920 to 1990

and the contemporary fashion, Hwan develops and rebuilds his

own statement.


The fifth critique collection “The Liberty Tree” by HEOHWAN SIMU-

LATION is a fusion of Thomas Ruff’s double exposure photography

and E.P. Thompson’s The Making of English Working Class. In-

spired by Ruff’s photography merging two portraits of the same

person at different stages in life into one image, HEOHWAN SIMU-

LATION’s new collection recreates images by combining classical

elements high fashion from the 1950s with those of street wear

from the 1980s. The collection tells a story about high fashion and

street fashion especially in its diverese cuts and volumes borrowed

from silhouettes during the 1950s as well as graphic and sports-

wear details from the 1980s. Through this mixing of classes and

images, such as elegant flower patterns and young graphic mo-

tives, the designer contemplates and attempts to recreate a new

class of wear.

DESIGNER CONTACT

Hwan Heo

Tel. 82 2 549 5327


SALES CONTACT

Jinju Lee

Tel. 44 20 7587 3642 / 44 754 528 3984


PRESS CONTACT

Todd Watkins

Tel. 44 20 7739 0272 / 44 7944 533 838


ONLINE CONTACT

Web. www.heohwansimulation.com

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BRAND NAME

the studio K

2013 Introduced in The creators project sponsored by Intel/Vice

2013~ Seoul Fashion Week Seoul collection

2012 SEOUL’S 10 SOUL

2012 Newyork Coterie

2011 F/W Seoul Fashion Week ‘Fashion Take-off’

‘Preview in China’<Beijing Gala Show> invite designer

2011 Singapore fashionweek <Blue Print>

2011 ‘Korea heritage Fashion Show’

2011 ‘Triennale di Milano Design Museum’

(Vitality:Korea Young Design)

2010 SEOUL’S 10 SOUL

2010 ‘New Talented Designer’ award

(from International Textile News)

2008-2010 Seoul Fashion Week Generation Next

3 times participation

2010 Las Vegas Magic Show

2009 National Museum 100 years anniversary fashion show

2009 Kwangju Design Biennale

2009 Who’s Next

2008 The Train Show

2008 Hongkong Fashion Week

2006 ‘the studio K’ Launching

BRAND CONCEPT

Urban style that reflects the philosophy of designer

Harmony between modern and avant-garde

Originality that reflects the trend, Chic & Elegant

Organic harmony between Fashion & Jewelry

Sophisticated tailoring and details

Mix & Match of various fabrics


The sensation produced by stimulation of the organs of hearing by

vibrations transmitted through the air or other medium

+Inspiration: As part of hearing, vision of the wave such as Flare,

soft sound wave and Triangular sound wave is the motive of the

design.

The depicted waves of Pitch, Timbre and Volume are used in print-

ed pattern of the clothing.

When it sounds “the studio K,” the wave factors that come out of

the words are visualized in details of the design.

DESIGNER CONTACT

Hong Hye Jin

Tel. 82 2 01 8996 0242

82 2 518 8984

SALES CONTACT

Hong Ki Sook

Tel. 82 2 01 3218 1833

82 2 518 8984

PRESS CONTACT

Huh Yoon Hyung

Tel. 82 2 01 5585 6120

82 2 518 8984

ONLINE CONTACT

Web. www.thestudiok.com

blog.naver.com/thestudiok

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Jehee Sheen

D.GNAK by KANG.D

LEYII

LEIGH

Steve J & Yoni P

HEOHWAN SIMULATION

the studio K

Cy Choi

GENERAL IDEA

PartspARTs IMSEONOC

68www.seouls10soul.org

Seouls10soul

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