Amongst a futuristic set, the focus of which was a large, plastic cube, the brand ushered in a new era with the introduction of Katie Chung (the daughter of brand founder Woo Youngmi) as the joint creative director. Despite this sense of looking forward, distinctly 90s elements led the collection – baggy denim, parachute pants and bucket hats. The SS15 man, according to Wooyoungmi, is a heartbreaker, a motif reflected in the giant, shattered heart that adorned a sweatshirt.
The 90s references had the cube feeling a little like a piece of inflatable furniture – the staple of every teenage bedroom of the decade – blown up into an art object. Art is never far from Wooyoungmi’s shows, with AW14 being inspired by galleries like the Tate Modern and the Guggenheim. This season the collection referenced the work of optical artist Carlos Cruz-Diez, who inspired the pieces with net overlaid on prints.
At the end of the show, Wooyoungmi channelled 90s rave vibes as the models walked inside the cube, which flashed with coloured lights to a soundtrack by Korean rapper Beenzino.