Style
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Titelmedia / Julien Tell
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Titelmedia / Julien Tell
Titelmedia / Julien Tell
Titelmedia / Julien Tell
Titelmedia / Julien Tell
Titelmedia / Julien Tell
Titelmedia / Julien Tell
Titelmedia / Julien Tell
Titelmedia / Julien Tell
Titelmedia / Julien Tell
Titelmedia / Julien Tell
Titelmedia / Julien Tell
Titelmedia / Julien Tell
Titelmedia / Julien Tell

Berlin-based fashion retailer ANDREAS MURKUDIS has added 10 new designers to its roster as part of 10Soul, an exhibition promoting said designers — all of which are from South Korea.

10Soul has been organized by the Seoul Design Foundation since 2016, and following exhibitions at Selfridges in London, I.T in Hong Kong, Leclaireur in Paris, and Excelsior in Milan, this will mark its first German residency. The designers were selected from those showing at Seoul Fashion Week, and as our Seoul street-style photos indicate, the South Korean capital is popping off with new style quirks and covetable items.

“In my opinion, Seoul Fashion Week is one of the best-organized fairs globally,” says Murkudis. “I’m a strong supporter of its thriving creativity and verve.”

We’ve outlined the 10 designers you need to know about below. The garments are displayed in ANDREAS MURKUDIS on a specially constructed bamboo rack and can be checked out in the gallery above.

A.Bell

In a nutshell: Designed by Choi Byoungdoo and Park Uiji, everything at A.Bell is made in South Korea and the label was honored and certified as a “World Star Designer” by the South Korean Ministry of Trade, Industry, and Energy.

Key pieces: The bright yellow semi-transparent two piece for a semi-formal Spring/Summer flex.

BLINDNESS

In a nutshell: From design duo Shin Kyuyong and Park Jisun, BLINDNESS offers conceptual pieces that deliver huge impact for the fashion-forward consumer.

Key pieces: The oversized gray cricket sweater goes hard, and suitable for layering with long sleeves underneath. Also, is that a chain-mail balaclava?

Bourie

In a nutshell: Designed by Eun-hye Jo, this womenswear brand has been dropping elegant, feminine, and modern collections every season since 2014.

Key pieces: The blue dress that mimics a waterfall with its unique draping.

D-ANTIDOTE

In a nutshell: Park Hwansung’s gender-fluid label wields a huge influence over the K-pop scene, as well as drawing the eyes of the international fashion crowd.

Key pieces: The Fila collaboration in electric blue is the perfect meeting point of street culture and eccentric Seoul street style.

HCL

In a nutshell:  The name HCL is an abbreviation of Hanchul Lee, the brand’s designer and founder. His semi-couture menswear collections experiment with different garment structures and futuristic silhouettes.

Key pieces: The loose and unstructured ’90s denim jeans and oversized shirts make for a winning combo.

J KOO

In a nutshell: J KOO was established in London by its two head designers, Jinwoo Choi and Yeonjoo Koo, who incorporate tailoring, femininity, and street culture into a radical womenswear label.

Key pieces: The belted-up bomber jacket hits a dystopian vibe while still remaining unquestionably stylish.

MÜNN

In a nutshell: Hyun-min Han launched MÜNN in 2013. The brand has been described as a “luxurious defamiliarization,” probably due to its use of experimental materials, which are handcrafted with a slight ’60s sensibility.

Key pieces: The white oxford shirt and its frozen yellow lining on the cuffs is aligned with 2018 trends.

pushBUTTON

In a nutshell: Named after a lyric from Madonna track “Hollywood,” pushBUTTON was founded by former K-pop star Park Seung Gun in 2003. Naturally the designs the borrow from K-pop aesthetics, with an underlying retro vibe.

Key pieces: The update on the classic school uniform for the style-conscious young woman.

YCH

In a nutshell: YCH was founded by Yoon Chun Ho in 2003, and the brand seeks to create the perfect womenswear silhouettes via bold prints and a playful rebellious punk aesthetic.

Key pieces: Cropped blazers with long sleeves is a good office look for SS18.

youser

In a nutshell: Founded in 2012, youser is a super-modern take on men’s fashion, with a focus on deconstruction and technical elements.

Key pieces: youser has dropped some banging accessories recently, including brightly colored carabiners and tartan wallet belts.

Check out our street style profile on the staff of Andreas Murkudis here.

Words by Max Grobe
Associate Fashion Editor
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