Did you receive any advice from your parents when you finally stepped into the fashion industry?

Oh, yes. I am still learning from them. It varies from personal to professional advice. It's great to have parents who understand what you do. It’s good and bad!

Why did you and your sister decide to launch LIE?

While we were working for LIE Sangbong, a lot of buyers were asking for a more affordable luxury—a moderately priced collection line. We thought that this is a market that we could tap into. We wanted to develop a lifestyle collection that’s unique and high quality but still accessible. It was an exciting challenge for us.

Why did you choose to focus on affordable luxury fashion?

There are many designer labels out there and not everyone can afford that. It’s important for us to offer competitive price points while delivering beautifully well-made clothes.

In what ways is LIE different from your parents’ label while still echoing the same elegance and details?

I would say the lifestyles of our customers is slightly different. It’s softer, more romantic and casual. LIE Sangbong would be your go-to place if you need a power woman board meeting outfit or a special gala dress, whereas LIE would offer you everything from weekday unique casual outfits to stylish weekend ensembles.

Read more: London Fashion Week SS22: Rejina Pyo Makes a Splash With the Help of Synchronised Divers

Was there pressure in launching the brand coming from a legendary fashion family?

For sure. Not only in South Korea but also internationally. We introduced our first collection at the Paris market and many buyers from all over the world who knows about LIE Sangbong wanted to check out the collection. It took a couple of seasons for people to understand that it's a different line, not a diffusion line. It’s a good pressure to have though.

What best describes LIE as a fashion brand?

That’s always the hardest question to answer. I feel like we are always evolving so the way how I describe LIE needs to be constantly updated, but the core belief is that it’s a sentimental expression of passion and emotion.

Can you tell me more about the theme for your collection at Seoul Fashion Week SS2022?

LIE’s Spring Summer 2022 collection begins with the hope and belief that the Covid-19 pandemic will be over and will go back to our normal life—beautiful times in French, Belle Époque. The collection was inspired by the era of Belle Époque from the late 19th to the early 20th century, translating the traditional elements into modern beauty and elegance.

“Perfectly Imperfect” is LIE’s signature statement, this refers to the beauty of not being perfect and perfection of the imperfection is expressed throughout the collection. It’s okay to be different and confidence is what makes you beautiful.

We incorporated dynamic cuttings with voluminous silhouettes to highlight our sophisticated tailoring and asymmetrical lines to create unique patterns. We also introduced different shades of blue throughout the collection to add energetic movement combined with LIE’s playful mix-and-match approach.

Don't miss: Is Korean Designer Minju Kim the Next Big Thing in Fashion?

What are some of the highlight pieces from the collection?

Smocking details on jackets and blouses are the signature structure of the collection. Coat and jacket that are using classic yet feminine lines with voluminous sleeves. You can see a mix and match of fabrics in dresses and denim details in several of the outerwear.

How is your collection playing into the theme of this year’s SFW of “Past, Present and Future” and “Tradition Meets Modernity”?

Past brings present, and future will be what present is made of. Dongdaemun is where the past meets the future which combines historical palaces and one of the most futuristic venues, DDP (Dongdaemun Design Plaza) in Seoul.

It was a perfect place to relate my designs which was also inspired by the Belle Époque era, from the late 19th to the early 20th century, translating traditional elements into a modern collection that our customers would love to wear in the coming season. There are also some futuristic details that are fusing old and new. That's my imagination of future Seoul which will be similar to New York, Singapore, Paris, London…in a way.

You participated in various other fashion shows such as London Fashion Week. How different is it from presenting at Seoul Fashion Week?

The vibe can be different, but the process is pretty much the same. I have shown my collection in many cities including Paris, New York, Vietnam, and Guangzhou and the way how I would present in terms of the styling, would not be changed from a city to another. 

I think we are living in one world now so there’s no such thing as it will work only for certain places. However, I love travelling to different places to show the collection because it’s so much fun to experience the culture that each city brings.

Don't miss: Who is Rejina Pyo? Meet the South Korean Designer Favoured by the Fashion World

K-pop, K-drama, Korean food and more are so popular these days. Do you think the same will be for Korean fashion?

Yes, I believe so. Culture is interconnected and music, drama and food are at the centre of lifestyle as well as fashion. What they have in common is what makes it so attractive. It’s the cultural background in modern form but still being trendy and unique. K-fashion is the same way. The way how people dress, eat and play are all part of life. I would say it’s already on the rise and it will only get more popular.

One of the things you try to keep is the brand’s roots. In the coming years, how will you balance paying homage to tradition while aiming for the future?

Our main idea is to mix and match in almost every possible way. It could be an idea to an image or a time frame. I think keeping the respect for individuality is important to us. That will bring openness, creativity and transformation for us and a driver to create and present the newness. That's how we will be keeping our roots.

What are some of the other things we should look forward to from you?

The new collection is what I am most excited about. You will see more pieces in genderless forms and style going forward. We are planning to introduce new items and lines as well. Please keep your eye out for us.

Read also: Asia's Most Influential: Style 2021—Meet the Most Stylish Individuals in the Region

NOW READ

Seoul Fashion Week Spring/Summer 2022 Takes Places This October 2021

The Best BTS Gender Defying Fashion Moments

South Korean Designer Minju Kim Gets Candid About Her Firsts