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The first to design men's ready-to-wear in Korea, Woo Youngmi spiritedly broke with the ubiquitous conservative style of the time with the launch of her namesake label in 2002. Inspired by her vision of the ideal man, Youngmi introduced a refined nonchalant elegance to classic menswear staples. With the addition of Youngmi’s daughter, Central Saint Martins alumnus Katie Chung, as joint creative director in 2014, the Wooyoungmi muse flourished into a ‘romantic bohemian’—a contemporary urbanite with multifaceted pursuits. With this prospect in mind, Chung introduced a modernized edge to established tropes alongside the practiced hand of her mother—blending hyper-emphasized collars, ruffled plackets, and acidic-toned fabrics with the signature Wooyoungmi slouchy silhouette. Relying on a varied breadth of influences and extensive fabric research, the mother-daughter duo continually reinterprets established codes of luxury, coalescing vintage and streetwear elements into an effortlessly tailored package. A pivotal pioneering force of a now dynamic market, Wooyoungmi saliently balances the hard and soft of menswear aesthetics, delivering timeless classics that exude a subversive romantic air.