Global fashion brand Juun.J unveiled its Spring/Summer 2021 collection digitally this week at Digital Paris Fashion Week. This event, held from July 9 to 13, was the first of its kind ever held by France’s La Fédération de la Haute Couture et la Mode.
Part of Samsung C&T’s Fashion Group, the youth and street culture-inspired brand released a video presenting its new designs at on the 11th of July on the Paris Fashion Week Channel, its own official YouTube channel, and on its Instagram. Reflecting a high level of customer interest, the video garnered more than 10,000 views in the first three days after its upload.
Military look, new tailoring, boundary-breaking styles on Seoul’s streets
As one of the best-known designer brands of Korea, Juun.J found a creative alternative to holding a fashion show indoors on traditional runways by literally taking the brand’s new styles to the streets. Models dressed in the Spring/Summer 2021 collection walked on runways that were actually streets in the center of Seoul, South Korea’s capital.
The locations used were Han River Park, Seoul City Hall, Bukchon Hanok Village, Namdaemun Gate and Market, Dongdaemun, the small industrial workshops in the alleyways of Euljiro, Itaewon, Seoul Station, Deoksugung and Gwanghwamun Gate, providing a striking backdrop for Juun.J’s apparel. All of these locations are beautiful in different ways but together capture the essence of Seoul by combining a mixture of the city’s old and new.
Resembling a music video in its artistic aesthetic and soothing electronic track, the almost 7-minute-long short film entitled SEOULSOUL shows off Juun.J’s boundary-breaking styling and new tailoring based on a soft military look and a minimalism that bears the influence of the 1990s.
Military details were also employed to give ample and supple silhouettes to the human body. A total of new 21 garments were presented including jumpsuits, double-detailed pants, military-inspired knit dresses, Juun.J’s signature MA-1 bomber jackets, eco-leather stadium jackets and leather jackets.
The brand’s creative director and its namesake Jung Wook-jun explains, “I thought long and hard about the best way to show off my Spring/Summer 2021 collection, and I decided upon Seoul as the backdrop, my hometown and the city where I live. I selected the 10 Seoul streets that I love the most to use as my runways, capturing on video this collection that exudes a vibe only Juun.J can give off.”
He adds, “I think people will be able catch a glimpse of the peace and hopes of the future just by watching my muses striding confidently down the authentic runways that are those streets and alleyways.”