CONCEPT KOREA: ORIENTAL CREATIVITY ON SCENE AT PITTI IMMAGINE UOMO 91


Concept Korea

Korean creativity took a starring role in Florence. Pitti Immagine Uomo 91 presented CONCEPT KOREA, a special event was held on Wednesday 11th January 2017 at the Dogana venue in Florence. The aim of presenting fashion Made in Korea, its values, craftsmanship and main oriental players to the world. The protagonists of the fashion show are two excellent Korean brands: BMUET(TE) by BYUNGMUN SEO and ORDINARY PEOPLE, who – supported by KOCCA, the most important government agency supporting Korean creativity – revealed to international buyers and press their latest creations.

 

BMUET(TE) by BYUNGMUN SEO is a men’s and women’s ready to wear brand founded in 2012 by the designer duo Byungmun Seo and Jina Um. In that same year, it attracted enormous attention from the specialised public by being listed as a finalist in the WGSN Global Fashion Awards and then in the Who is on next? Dubai contest in 2015. In 2014, the brand created the clothes for one of the main stars in the Hunger Games movie. Inspired by the world of art and research, the brand bases its design on a completely unconventional structure of clothes, originating from a creative juxtaposition of sharp cuts. This creates and avant-garde, sometimes even futuristic and yet hi-tech and relaxed design, which undoubtedly celebrates the art of layering, and which goes well beyond the limitations of ordinary construction. This is all meticulously narrated through an introspective sensitivity and a careful flair for high quality materials.
“It is very exciting for me to present our collection through a special event at Pitti Uomo”, explains Byungmun Sea, the brand’s designer. «This is the best situation to obtain visibility after the huge amount of work that comes before the fine tuning of a collection. We feel closer to our objective and believe the Florentine event is the ideal place to reveal our style. I am impatient of seeing what this involvement will bring”.

ORDINARY PEOPLE is instead a young menswear brand presented for the first time in 2011, designed by Jang Hyeong Cheol, a firm protagonist, for eight times in a row, of Seoul Collection, the Korean fashion week. In 2015, the brand received the CFDK prize New Designer of The Year Award, and in 2016 it presented its collections in New York City. Its creations are dedicated to «not ordinary people», that is, men with an aesthetic sensitivity and a deep taste for tailoring, who want careful details, precious fabrics, a good feel on the skin and focus on the shape of each piece. Men who need to be modern and performing.
“It is the fourth edition of Pitti Uomo for me and my brand”, explains the designer. “We are really happy of being able to showcase our production during this important international event dedicated to fashion. We are therefore making an effort to present an extraordinary collection labelled Ordinary People».

KOKKA, Korea Creative Content Agency, is the most important government agency of South Korea, supporting Korean creativity both nationally and internationally. Its client portfolio includes companies specialising in gaming, animation, character licensing, music, fashion and broadcasting. It offers support in production, in marketing and communication plans, international expansion, development of human capital and implementation of technology connected with culture. It also helps Koreans in realising their dreams thanks to three organisations: Content Korea Lab, cel Academy and cel Venture Complex, which realise contents, plans and projects for new creative start-ups Made In Korea.

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