HYEIN SEO
As the star of her class at the Royal Academy of Fine Arts in Antwerp, Hyein Seo began generating buzz before she had even graduated. Emerging from the city’s avant-garde scene, HYEIN SEO, launched with cofounder Jino Lee, is both dystopian and recalcitrant, though streaked with subtle hints of humor. Inspired by the wily nature of high schoolers, the brand’s vision of fashion is one of rebellious adolescence, rejecting the stereotypes of millennial youth and instead championing the generation’s cultural and expressive guile. Technical and dramatic silhouettes, convertible hoodies, brazen cutouts, and elaborate string ties showcase the brand’s experimental background, while never betraying outré playfulness or widespread appeal. Empowering and unique, the world of HYEIN SEO embodies the defiance of today’s aesthetically savvy youth culture.
