Hyein Website positioning SS21 “Moon Palace” Editorial

For the presentation of her spring / summer collection 2021, the South Korean designer Hyein Seo delivered an atmospheric editorial for the latest seasonal offer from her label of the same name.

The “Moon Palace” campaign with photographer Dasom Han and videographer Dawn Jung is inspired by the novel of the same name by the American writer and film director Paul Auster from 1989. Together, the images and the visual form a narrative around the collection that “depicts how we share the other’s preciousness through fate, chance and connection ”. For SS21, Hyein Seo built on her characteristic style codes for men and women, which were characterized by sophisticated designs with strap details, deconstructive flair and revealing elements. The outstanding highlights include the pearl hoodie, the Moon Palace knitwear, the bandeau body, the cargo pants and the knit pocket bag.

Have a look at Hyein Seo’s latest editorial above and watch the short film “Moon Palace” below. Go to select retailers such as HBX to purchase the Hyein Seo SS21 collection now.

For a more contemporary fashion, Saint Laurent presented its SS22 men’s collection with an installation by Doug Aitken.


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