Broken down into single garments, it’s easy to understand why the Wooyoungmi aesthetic speaks directly to a cool, young fashion customer: autumn’s wardrobe of football shorts and knits; puffa jackets and early-90s-style bleach-washed jeans and bulky trainers and shoes is what the beat-dressed wear now. It’s retail – always has been.
That’s not to take anything away from the brand’s design, and specifically, the design of Katie Chung, the creative director of Wooyoungmi (and daughter of Madame Woo, her mother founded the label in 2002), because what the Seoul-based designer and her studio can do, is cut.
At times she has an intimidating undertaking of shapes and volumes. But, it’s the designer’s mix of sportswear and vintage; suiting and voluminous tailoring, that speaks directly to this young fashion shopper. She is them.
Ching’s new collection was all of the above. Shopper-fans: you’ll have to wait ‘til autumn.
