Concept Korea Returns for its 13th Year

Ahead of their show, office got the inside scoop from the designers of all three brands about what we can expect to see from them this season. Read our conversation below.

What element or design feature from the collection you will present in this show are you the most excited to share?

Jenny Kim and Haeun Lee (Kimmy.J)— Our collection is based on the concept of ”Singularity of Chakras,“ and pockets and bags using curves, the shape of singularities, are vital items. This detail can be styled by combining small bags into one crossbody bag or by mounting it anywhere in one small bag. The design is also matched with cargo pants or tops as the collection’s signature. It connects the city look – our collection concept – and the natural fit yoga look in meditation. 

Hyun Park (MMAM)— The SS24 collection is characterized by a pattern that feels like being dressed in a collection inspired by unconscious behavior, [such as our] signature Doodle Drawing Blazer completed with our brand logo. I am excited to showcase a fabric developed with a doodle drawing stitch overlaid on linen. 

Yohan Kang (CHARM’S)—  The theme of this collection is "A New Look in Harmony." It showcases a modern style by combining various designs and mixing fabrics to create harmony. This collection also emphasizes hidden details, revealing different charms hidden within zippers and slits, incorporating our renewed logos throughout, adding an element of fun in discovering them in each piece. 

If your brand was a universe, what would it look like? Who lives there?

Jenny Kim and Haeun Lee (Kimmy.J)— Everyone in our universe is their own planet. All of their spiritual acts, their ideas, radiate into energy, merge into a singularity in our universe, and that energy blooms back into the chakra in us living on the planet. 

Hyun Park (MMAM)— Only art and artists live in this universe and no one else.

Yohan Kang (CHARM’S)— Confident and radiant individuals who know their self worth.

How did you approach bringing your brand to New York for fashion week? Are there any influences or connections to New York in your collection?  

Jenny Kim and Haeun Lee (Kimmy.J)— Our brand’s design items are inspired by the actions modern people take for their physical and spiritual health - exercise, pleasant meals, conversation, self-expression, work, dance, song, etc. In particular, tank tops, leggings, layered denim, and linen items connected directly to daily life, from joggers to yoga looks, are the main items affected by the quintessential New Yorker. These designs are reborn through collaboration with [visual] artists. 

Hyun Park (MMAM)— My thesis was inspired by the abstract artist Cy Twombly, and I developed embroidery and signature fabric through this thesis. I really wanted to come and showcase my collection in the city where the artist who inspired me most created his art and was so beloved. 

Yohan Kang (CHARM’S)— This collection aims to highlight the diversity and aesthetics of New York, and emphasize its visibility in the global market. We present a fresh perspective on Charm’s in New York City, a city where people of various backgrounds coexist harmoniously.