HYEIN SEO: Spring/Summer 2019 Preview Party


The HYEIN SEO (@hyeinantwerp) Spring/Summer 2019 preview party in Seoul.

Words & Photos Gissella Ramirez-Valle


Fashion designer HYEIN SEO, blew up after getting noticed by online platform and select shop VFILES and superstar Rihanna back in 2014. Since then she’s shown her collections at fashion weeks in New York and Europe. While never having an official showcase in Seoul, the brand’s influence at Seoul Fashion Week has been immense to say the least.

Pieces from her collections have consistently been seen in the street-style photos taken outside of the halls of the Dongdaemun Design Plaza. In fact, many collections shown inside the halls, too, had not so subtle references to HYEIN SEO in 2016 and 2017.

It was a pleasant surprise to see a HYEIN SEO preview party announced during this season’s Seoul Fashion Week. Held in an small renovated space in an industrial market neighborhood in central Seoul, the event was led by the sounds of DJ’s: DOTORI, DASOM, DOHYOTA, FRIKIMO, LEE VISA, and performer COUCOU CHLOE. Unbeknownst to most guests, the musical acts and other select party guests, happened to also be the models of the Spring/Summer 2019 collection. Midway into the party, under the blue light, the models lined up shoulder to shoulder against a wall on the second floor. The lighting emphasized the contrast of white and black collection, and while it hid some details, priority was definitely in atmosphere-making. It was a good party.