How would you describe your passion and relationship with the luxury fashion industry?
From a young age, I’ve had a deep appreciation for the finer things in life. I grew up in South Korea, where dressing well, beauty and sophistication was a way of life; part of the culture. This is what led me to fashion. After design school, I had a chance to apprentice with one of the most prestigious Paris Couture Houses, the legendary Maison Lesage, where I fell in love with true luxury artisanship craft.
What made you want to become the new Creative Director for the new company Odd People?
I was living the dream as Creative Director of the LA-based luxury brand, Thomas Wylde because I was able to play with the most opulent materials from all over the world, which my team and I mixed and matched into beautiful luxury, rock and roll influenced collections. But afterwards, I still had this burning desire to create a street influenced, youth driven and more affordable collection to reach a much broader customer base. That became possible when I met my current business partners who have the same vision.
Can you tell us more about the brand aesthetics?
Odd People is all about the luxury mindset – easy shapes and fits with distinctive detailing such as Swarovski Crystal embellishments either engineered into motifs or all-over adorned. The Odd People brand is about rock goddesses flaunting style that look best when worn with attitude and confidence.
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Who is the Odd People woman?
A woman who has her own personal style, enjoys unique pieces, and likes to stand out.
What are the biggest changes in the luxury fashion industry?
I think the most dramatic changes in the luxury fashion industry is that the luxury is no longer linked to status or class. Instead, it seems to have become the word used to describe higher-concept, thought-leadership, or global evolution and revolution. Now that people are socially and economically inter-connected, luxury has become a value of an idea more so than anything tangible.
Are mono-brand stores essential to the luxury experience?
I think so. In a world where anyone can acquire anything at with a single swipe, it is has become to one way to truly communicate the complete vision of a brand and to connect it with its customers by transforming the brand into an experience.
What do you do to stay innovative?
Just stay open to learning new ways of thinking and doing…
What’s the most surprising thing about your Fall winter 2019- 2020 collection?
The price point. One of our most over the top, impeccably cut, beautifully-made dresses with all over multi-colour crystals; costs less than a designer brand tee. Isn’t that a truly pleasant surprise?
And what are your next steps for the brand?
I would love to open flagship stores starting in LA, NY, Paris and Seoul.
Now, see how Farfetch is upping its content game at the moment.
