HYEIN SEO DOWN

Before she had even graduated from Antwerp’s Royal Academy of Fine Arts, Hyein Seo was generating buzz with her conceptually defiant designs. Launched with cofounding designer Jino Lee, the HYEIN SEO label burst onto the burgeoning avant-garde scene with ready-to-wear collections that approached dystopian aesthetics with youthful humor. Inspired by teenage years, the brand brings together experiences of dusty arcades and streams of anime to form pieces that could be found on a runway, at a rave, or in a scene from “Blade Runner.” Utilizing the guile of millennial culture, collections celebrate rebellious adolescence as a primary force behind contemporary streetwear. Technical silhouettes, convertible hoodies, and elaborate string ties gesture towards the brand’s experimental background without betraying playfulness. Balancing innovation with mass appeal, HYEIN SEO harnesses the moodiness of Y2K to reimagine essential garments with an artistically embellished edge.