MOIA’s natural mood earns sfdf prize

Samsung C&T’s Fashion Group on Tuesday selected MOIA as the first-place winner of its sfdf sponsorship program for fashion and lifestyle designers – with Samsung Fashion Design Fund’s sfdf now reaching its third year.

MOIA is a middle-priced womenswear brand launched by Im Yoo-jung in 2017 characterized by a simple and basic design with a modern yet natural mood. Its main items are shirts, dresses and jackets.

This year’s sfdf prizes were judged by a 50/50 weighting between Samsung C&T Fashion Group’s in-house experts and a public evaluation via online channels such as the sfdf homepage, select shop 29CM and CJ ONE.

MOIA was praised by both experts and members of the public for expressing its own natural and timeless value with neutral colors, natural fabrics and silhouettes.

Not only does first place include prize money of 50 million won (USD 42,380), but also the privilege of featuring at the 2020 Fall/Winter Seoul Fashion Week next March.

J.CHUNG was awarded the second-place prize of 30 million won (USD 25,428) and VIA PLAIN came in third with 20 million won (USD 16,952).

All three winners can sell their products online at the SSF Shop as well as enjoy opportunities to collaborate with local stores Beaker and 8seconds.

Samsung Fashion Design Fund Secretary General Cho Hang-suk praised MOIA for being “well-received by both fashion professionals and the general public, with a natural and subtle design that can last a long time.”

“We will variously support MOIA, J.CHUNG and VIA PLAIN so they can be successful in the global market and raise Korean fashion,” Cho said.

sfdf was launched in 2017 to complement its uppercase counterpart SFDF, which started in 2005. The lowercase edition is a fashion lifestyle award program that aims to support talented and creative Korea-based designers who have been operating for no more than five years.


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