Seoul Searching

JUUN.J’s street tailoring is charming the fashion industry from East to West.

- Kristie Gonsalves

In 2012, K-Pop star PSY released his addictive track Gangnam Style, bringing Korean culture into the mainstream’s consciousness around the world. By 2014, the West was awash with everything Korean – the food, the music, the TV dramas – in what the rest of Asia already referred to as Hallyu: the Korean wave. Now, all eyes are on Asia’s newest cultural capital, as Seoul solidifies itself as a notable fashion destination. Designer Jung Wook Jun, a breakout star of this movement, has charmed the globe with his label JUUN.J. The line of deconstructed classics is an amalgam of classical tailoring and streetwear, aptly christened ‘Street Tailoring’.

He may be part of a new movement, but JUUN.J’s passion for clothing began decades ago in South Korea, where he was born and raised. “I always wanted to be a fashion designer deep down in my heart when I studied art,” he recalls. “My experience in fine art allowed me to start having an eye for beauty. It has resulted in the distinctive contrasts and proportions of my designs too. Working with contrasts... you probably can call it JUUN.J’s identity. All of my collections are linked to them.”