SEMI-FINALIST OF THE 2024 LVMH PRIZE

Jiyongkimby Jiyong Kim

Jiyong Kim, the creative director of the namesake brand, has introduced a unique aesthetic thanks to his distinctive sun-bleaching technique. The brand champions meticulous pattern cutting and creates elegant and modern menswear. Channelling his studies at Bunka Fashion College and Central Saint Martins, and his experience with prestigious brands such as Lemaire and Louis Vuitton, Jiyong has always been keen to create an entirely new fashion scene – redesigning invaluable materials thanks to an authentic aesthetic that is sunlight-driven, with an emphasis on exclusivity and uniqueness. Jiyong wants to showcase authenticity and craftsmanship for an audience comprising not only the fashion industry but that also embraces a wider perspective.