Hyein Seo is known for finding inspiration in confident and contemporary women. Previous collections have seen her encapsulate characters who are getting kicked out of school, seeking vengeance or preparing for battle south of the border. 'I want to tell different stories of girls each season but they all have one thing in common, a rebellious spirit - a resistance. Simply put, bad girls,' reads the release.
For her debut presentation in London, presented by MACHINE-A, supported by Nike and entitled 'Final Boss', Hyein Seo was looking to the rebellious. Stood on a floor not too dissimilar to a Jiu-Jitsu gym mat (another of Seo’s influences) Seo’s female protagonists mirrored characters from video games such as Tekken and dystopian anime film Akira.
Seo’s street fighter’s were kitted out in white wide leg trousers with deep pouch pockets and loose straps, judo style cross body dresses and black asymmetric tops - ready to defence kick and body drop an enemy at any moment. Her signature badges, patches and pins were given a sci-fi twist, appearing on leather biker jackets, a cropped black corduroy jacket - not dissimilar from her A/W 15 range - and a pair of space-age boiler suits.
Logo’d knee supports, utility belts, cross body mini bags and Nike Air VaporMax trainers (which are launching next month), added to the practical, ready-for-action mood that permeated through the collection. A knee length cheongsam in luxurious black silk added a feminine edge, as too did the 'just bitten' pink lips (a popular beauty look in South Korea).
For the revisiting Hyein Seo shopper there were plenty of her signature shapes and cuts - see the leather biker trousers or high necklines - and the updated futuristic print puffa jacket will certainly appeal to any newcomer.
An impressive London debut, Hyein Seo presented a collection for the strong-minded woman, bad girls who do good and who are ready to take on the 'Final Boss' and conquer.