An exclusive collaboration with four must-know Korean designer brands
YOOX, the world’s leading online lifestyle store for fashion, design and art, has debuted YOOX SEOUL, a collaboration with four Korean designer brands to know: Beyond Closet, DBYD, Fleamadonna and Kye. The four brands, on stage together for the first time, designed an exclusive capsule collection for YOOX, which was presented simultaneously online and offline, during a dedicated event at Seoul Fashion Week, offering customers worldwide an unparalleled real-time shopping experience.
YOOX has supported up-and-coming designer brands since its launch in 2000, and this time, has embraced Korean creativity and partnered with four Korean rising stars. Each of the four brands has created its very own exclusive, all-year-around capsule collection, two womenswear and two menswear, complementing YOOX’s playful and colorful DNA. The result is a selection of quirky looks, which plays with prints and geometric patterns, maintaining a strong contemporary touch.
“At YOOX, we have a long history of nurturing talent and creativity and YOOX SEOUL stands out as our first venture into Korean contemporary fashion. We are thrilled to debut an exclusive collaboration with four of the most talented Korean designer brands and present it within the prestigious setting of Seoul Fashion Week, one of the major fashion events happening in Asia,” says Alessandra Rossi, President of YOOX.
For womenswear, the Fleamadonna x YOOX exclusive capsule collection takes on 80s vintage street-style, combining polka dots and stripes, bold colours, graphic typography and asymmetrical silhouettes for a contemporary-edgy look. The Kye x YOOX exclusive capsule collection is a playful take on texture, fabrication and styling. The collection offers a unique vision of youth and unisex sensibility – something that the brand is already known for – paired with astrology-themed patterns.
For menswear, the Beyond Closet x YOOX exclusive capsule collection explores Neoclassicism, one of the brand’s ever-recurring elements and may be seen as a contemporary take on preppy style, featuring emblematic items like a jumper and trench coat, with geometric prints and puppy-dog motifs. The DBYD x YOOX exclusive capsule collection is, in contrast , strongly inspired by teen-spirit, and embodies a desire for freedom and peace. The result is a juxtaposition of camouflage, representing military and war, with peace symbols to create a vivid contrast, tension and impact.
YOOX Seoul has debuted online globally on October 19th, just before a dedicated event which YOOX hosted at Seoul Fashion Week, unveiling the exclusive capsule collections in front of media, influencers and local celebrities.
