The SS2022 presentation of CONCEPT KOREA unveiled a three-part series of the vibrant faces of contemporary Korean design during New York Fashion Week. A platform of a short fashion film Directed by 2X9HD Koo Kyo hwan, and co-produced by Ok-seop Yi, director of Korean hit film Maggie, and actor Kyo-hwan Koo, who charmed in Escape from Mogadishu and D.P. These episodes highlight the identity of each brand of EENK , NOHANT and UL:
UL:KIN (Seong-dong Lee) – Sexiest sustainability “As a designer, I wish to take part in enriching our society with artistic value.” Seong-dong Lee. UL:KIN is a high-end casual line launched in 2014 that addresses the idea that sustainability can be a seductive, fashion forward proposal. Translating his sensibility towards art and culture into an engine for change, Seong-dong Lee develops his unique experimental silhouettes through sustainable methods. Upcycling, use of scrap material and economy in design become the starting point for new proposals. For Spring 2022, UL:KIN considers an item that we create for one of the brightest moments in our lives, and then discard without a second thought – the wedding dress. 1.7 million gowns are abandoned in Korea every year, considered out of fashion, faded or simply no longer desired. Through “Everlasting,” he uses his sensibility that things discarded in haste can shine again, giving his answer to the biggest question of today: “how can we avoid throwing away senselessly?” GFRIEND’s Sowon appears in UL:KIN’s film as actress Kim So-jung along with Jin Ji-hee from The Penthouse: War in Life.
NOHANT (Noah Nam) – Iconic essentiality “Simplicity is the ultimate sophistication.” Noah Nam. What if you could create essentials that a person would want to wear every day? Items at once distinctive in their design, enduring in their style and uncompromising in their quality – in a word, fashion icons. Since its launch in 2010, unisex label NOHANT, designed by Noah Nam, has been one of the most popular design signatures at Seoul Fashion Week thanks to its “brunch look” wardrobe of savvy designs. Proof that simple ideas can lead to great change, through the ‘Hangul Fashion Project’, which uses a mix Korean and English alphabets to splash the name of six fashion capitals across the ultimate fashionable “message t-shirt”, the brand was able to donate 100M Korean Won to help underprivileged children. Titled “In Dialogue,” the 10th anniversary Spring 2022 is imagined as the epitome of the brunch look – an evocation of a time suspended between free-spirited moments and daily life, with an elevated mix of casual, cool and creativity. In the season’s fashion film, NOHANT cast actor Jin-young of Korean idol group GOT7 as a main character.