A Memento of AMOMENTO’s Crisp Classic Clothing
Part of the beauty of a city like Seoul is that its more thoughtful aspects stand out like an oasis. But AMOMENTO is no mirage. The nearly decade-old imprint is a balm to the bustle that surrounds its airy flagship store in the historic Jongno District.
Designer Lee Mee-Kung has spent nine years operating the store like a rock amid a rushing stream. In the busy midst of both Seoul Fashion Week and Frieze Seoul, AMOMENTO is the perfect place to catch your breath. You can browse AMOMENTO’s own clothes and tasteful pieces from an assortment of third-party makers — an arrangement that’s not unique to the Korean capital but is unusually common there.
But whereas most Seoul brands-cum-stores are preoccupied with the here and now, AMOMENTO’s concern is perpetuity. Its co-ed collections, sold at fine retailers across the globe, offer a complete picture of patient style through intelligent fabrics and elegant fabrication. The AMOMENTO wardrobe is epitomized by clean lines and familiar staples — the collared shirt, the pleated slacks, the evening gown — gently reimagined with delicate, draping textiles. The wheel is refined, not reinvented.
The brands AMOMENTO stocks along with its own clothes, which range from Lady White Co. and Margaret Howell to Gabriela Coll and Sandy Liang, flesh out this thoughtful world with perspectives divergent from AMOMENTO’s singular vision of elegantly understated seasonless style. This world is open to all but best understood by those seeking the solace of substance.
We spoke to Mee-Kung about shaping AMOMENTO’s ageless clothes in a city always obsessed with the new.
How would you introduce your brand to someone discovering it for the first time?
AMOMENTO pursues essential beauty and a sustainable sensibility through designs that naturally blend into everyday life. Our clothes are not swayed by fleeting trends; instead, they become more comfortable and personal as they are worn, embodying a narrative that matures with the wearer.
AMOMENTO designs not for a specific age or gender, but for people who respect and embrace their own lifestyle. The story we want to tell is about values that remain relevant over time.
Talk to me about your design process.
I am deeply involved in every step, from the initial inspiration and sketches to fabric selection, fittings, and final finishing. Seam spacing or button placement may seem minor, but such subtle details define the overall completion of a garment. We believe these small obsessions ultimately become the language of the brand.
How do you choose your fabrics?
We primarily source from trusted partners in Japan and Europe, with a focus on sustainably produced fabrics like organic cotton. We favor natural fibers and fabrics that maintain their shape over time.
What is the signature AMOMENTO silhouette?
AMOMENTO pursues architectural and structural silhouettes. Tailored items with sharp lines, oversized shoulder shirts, and curved pants embody our philosophy most clearly.
How about a signature garment?
I focus on subtle details, like curved shoulder lines, and combine them with comfort and natural silhouettes so the wearer can show presence without excess.
For FW25, we explored new structural patterns and developed the cape design into a garment that wraps around the body. By combining this silhouette with sheer, fluid fabrics, we aimed to capture a sense of timeless beauty and inspiration.
How does being based in Seoul shape AMOMENTO?
AMOMENTO aspires to stand on its own, independent of any country or region, while still carrying the DNA of having started in Korea.
Many people still perceive Korean fashion as being overly trend-driven and fast-paced. While it’s true that cultural cycles move quickly here, there are also many brands dedicated to detail, quality, and timeless design.
Seoul is a city where everything changes rapidly. Operating an independent brand in such a fast-paced environment is challenging, but it also motivates us to stay true to our own perspective.
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