MMAM

MMAM

MMAM is a contemporary label founded in 2018 by designer Park Hyun, built on an unusually personal creative source: doodle drawings by her young son, which she began incorporating into her designs while working on her graduate thesis. Park has described drawing as a universal language that helps people connect on a deeper level, and that raw, unfiltered artistic expression has become the brand’s signature — playful doodle motifs layered onto otherwise classic silhouettes.

MMAM has represented Korea on the international stage through KOCCA’s Concept Korea programme, showing first at New York Fashion Week and later in Paris, before Park made a deliberate choice to center a recent Seoul collection, “Emerging Layers,” on her home market — pulling innerwear fabrics like silk slip material outward into outerwear, styled with tailored coats, an intentional move toward everyday wearability that Park described as designing “items that our local customers can actually wear.” Park has spoken candidly about wanting Korea to develop its own globally recognized fashion house in the way France produced Chanel.

For S/S 2027, MMAM brings that same tension between personal narrative and market pragmatism to the DDP Art Hall 1 runway, continuing to translate a mother’s fascination with her child’s drawings into a genuinely distinctive contemporary collection.

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