Photo: Johnny Hates Jazz

Seoul-based journalist Michael Reyes is sharing his scoop on the best Korean designers this week. Designer Choi Ji Hyung is the embodiment of the refreshing wave of elusive young talent slowly seeping out of South Korea’s fashion community. The younger generation in South Korea is encouraged to propel itself into the international spotlight. Slowly an ambitious generation’s efforts are proving intriguing.

Johnny Hates Jazz is the product of the socio-cultural movement of Korean artist who study abroad and at home in prestigious school tailored to manufacture unique perspectives. Choi Ji Hyung’s formal education began at Esmod, Seoul earning her a spot in The Unversity of Arts, London where the technical aspects of her talent flourished. Like most notable Korean fashion designers, Choi’s impressive associations working with Vivienne Westwood, showing at “Who’s Next, and Tranoi in Paris, Vendemoda, Milan and participation international shows in Tokyo demonstrate the label’s readiness to branch out to an international market.

For SS 11, interesting echoes whisper a generation’s witty resistance and social response to living in a nation still technically at war. The resonating theme of this season’s collection calls to mind the Cuban Revolution, and the layered impressions of militarism. Details acquired from a military aesthetic playfully subdue dark associations with neon belts, suggestive patterns and feminine tones. Choi’s team “chose to add lots of pleats, an unbalanced level of draping, and unconventional military accents to accentuate our hyperbolic wit.”

Intended to keep hot women cool this season, summer wools, linen and loosely tailored pieces add a sleek and distinct feminine charm. The SS 11 collection tried to make everyday, casual clothing look “romantic and sexy, interpreting Cuba’s tropical and lively mood in the face of difficult political situations.” Already a hit with Korea’s fashion following, Johnny Hates Jazz is currently seeing steady sales and positive reviews from the country’s respected fashion publications and reputable fashion watchers. South Korea’s oldest fashion retailer Shinsegae and Galleria department stores are currently the label’s stronghold, calculatingly forecasting the jump into the international markets.

With Seoul Fashion Week emerging as one of Asia’s strongest showcase of fashion design talent, Choi Ji Hyun sees the future of young Korean designers as bright as her SS 11 collection. Accompanied with the feminine strength injected in her trends and a bold resistance to patriarchal conventions of strength in military symbolism, this collection hopes to create a following of young foreign women inspired by the celebration of life despite all of its obstacles.