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Maisie

The pace has picked up at Seoul Fashion Week, thanks to Daily Projects, a café/shop/showroom/lounge that is the week’s home base of edgy, new Korean design.

The poured concrete floors and white boxed walls on the multilevel structure with garden courtyard was the perfect place for Seoul’s hipsters to congregate, drink, talk, and catch a fashion show featuring six designers new in Korea.

Some of the designers, like Berlin-based line ADD were established labels in their homes but showing in Korea for the first time. Wibke Deertz, designer of ADD, said coming to Korea for the first time posed a new set of problems.

“The models are totally different in terms of their body proportions, but it’s been a lot of fun.”

Another brand, Paul & Alice, is a Korean label making its way under designer Hyusoon Joo. The mix of old printed silk scarves (think Hermes) as a lapel liner made for a pop of color and attitude on otherwise simple, monochromatic pieces like a strapless chambray shift, wide denim chambray shorts and matching workman’s shirt, or a draped cotton jersey full body outfit.

We hope to see more of the Korean perspective this week, to better understand the design references young creators are working from these days. Below, some of my favorite looks from the Paul & Alice runway show.

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