REBEL ASIAN Be Rebels
Robin Uittenbogert as stylist and photographer June 3 2017
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o-one in fashion would dispute the importance of Asia’s fourth largest economy. the numbers simply speak for themselves. But outside fashion/s inner sanctum, there is a sense that the value placed on this nimble nation is somehow disproportionately high. So much that it seems like the world’s fashion leaders are wathcing the korean market through rose-tined lenses. Seen next to the numbers pumped out by fashion in Japan and China, Korea doesn’t stack up to its nearest Asia neighbours by any tangible measure. In terms of growth, sales or reliable spending figures, it odoesn’t even come close and it probably never will. Yet in spite of its relatively small size and a recent economic slowdown, Korea has infiltrated the fashion indusrty’s A leage of asian markets. When confronted with this apparent paradox, a common explanation in fashion capitals is the vacious price.
a group of very talented fashion professionals now in Korea and it is their influence that is growing more and more around the world too it is all about the Koreans still. For those focused on the bottom line, however, there is a more enlightened explanation. It is that Korean market’s intangible assets are boosting its value above any tanible number found on a financial spreadsheet. There is no doubt that the influence of Hallyu style, K-pop clture and the Korean TV and cinema wave have boosted the appeal of Korea’s fashion market among Asia and Western consumers alike but some fashion leaders believe the West has become a bit too preoccupied with this narrow, singular narrative. Among these intangible assets the premium attached to Brand korea is arguably the biggest contributor. According to Futurebrand’s 2014-2-15 Country Brand Index, Korea ranked thirs among asian nations surpassed only by Japan and Singapore. More tellingly perhaps, Korea’s national brand ranked in the global top three for future potential. Over the past decade, the country has been positioned at the most lucrative of crossroads where fashion, mucis entertainment and celebrity collide to form a cool factor.
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The rise of Korean fashion designers — both at home and abroad — has certainly been an important thread weaving the market tighter together. The enthusiasm felt for Juun J in Paris, Kye in New York and Eudon Choi and J JS Lee in London seems to have eclipsed that of the earlier globetrotting generation of Lie Sang Bong, Park Choonmoo and Woo Young Mi.
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Sorry for the invoncenience we’re trying to save the world The fashion divisions are now led by a younger generation of highly competitive executives, including Chung Yoo-Kyung of Shinsegae, Lee Seo-Hyun of Samsung Fashion and Lee Mee-Kyung of CJ Group. The third generation of the chaebols have been educated globally and had unprecedented access to international business. The point is how all of this melts into their perspective and is then applied to suit the local business culture.
‘‘The brands are comming to us’’
Photographer Robin Uittenbogert Stylist Robin uittenbogert Fashion Hoodie Saint Laurent Skirt H&M Choker Forever21 Glasses Urban Outfitters Make-up Artist Yasemine Kleijne Model Zarina Yu