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[K-Fashion] From Beauty Icon to Contemporary Designer

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The Lee sisters seem to have what it takes to be leading designers — clear brand identity, passion and an adventurous attitude.

Credit: tinnews.co.kr

"We don't want to rush things in this business since we are looking at a long run," Lee Ji-seon, CEO and designer of label J Apostrophe, told The Korea Times.

The 31-year-old designer launched the brand with her sister Lee Ji-yeon, 34, in 2011. The two split their roles — Ji-seon does apparel and Ji-yeon is in charge of accessories.

"The underlying concept of J Apostrophe is avant garde with a feminine twist," said Ji-yeon. "Our designs deflect simplicity with controlled silhouette and color."

The sisters have a background in fashion design — Ji-seon studied at the Parsons School of Design in New York and her sister studied at Italy's Marangoni Institute of Fashion.

After graduating, they started the business in New York, and it gained momentum in a short time — it has about 50 stockists worldwide including Japan, Hong Kong and Lebanon.

"It was a branding strategy because we are targeting global market," said Ji-yeon. "And the good results have helped us a lot to penetrate the Korean market."

Two years later, J Apostrophe arrived. Its first collection at 2013 Seoul Fashion Week was got a better reception than had been expected. The 2014 Fall/Winter collection, in particular, received favorable reviews from press and buyers for the refreshing architecture-inspired pieces and the variance of powerful neutrals — black, white and grey.

Credit: J Apostrophe Facebook

Credit: J Apostrophe Facebook

Credit: J Apostrophe Facebook

The collection featured turtlenecks with sky-high collars, furry open-toed booties, fur wrist cuffs and leather skirts, some of which made women rethink about feminine staples.

"I love simple lines with a bit of modernity and edge, like Stella McCartney. I absolutely adore what she does," said Ji-seon.

The mother of a year-old baby boasts an interesting career history. She was crowned Miss Korea in 2007, and was the country's representative at the Miss Universe contest.

"I was getting a lot of offers from entertainment agencies and television producers back then and I rejected them all to pursue my fashion career," she said. "People around me ask if I regret making that choice. Honestly? Not at all. I am happy to do this job in the end."

Ji-yeon also agrees with her sister's decision.

"Her stellar past definitely generated much attention when we first set up the business. It's been a great PR," she said.

Credit: J Apostrophe Facebook

Credit: J Apostrophe Facebook

Read more at The Korea Times.

 


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