Our launch collection, "New Dawn," is a heartfelt tribute to my heritage and the birthplace of SOUYOUNG. When conceptualizing this first collection, I wanted to weave in elements that resonate with the cultural roots and the essence of where the brand idea was born—Korea.
The silhouettes and elements of the traditional Korean Hanbok served as a profound inspiration. The Embrace Wrap Top, for instance, adapts the short jacket 'Jeogori' silhouette, presenting a modern twist on a timeless design. This nod to tradition brings a sense of familiarity while embracing contemporary aesthetics.
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Throughout the collection, the full A-line silhouette, inspired by the 'Chima' skirt, embodies grace and allows for ease of movement. This design choice reflects the elegance and fluidity of traditional Korean attire, reimagined for the modern bride.
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One of the key elements of the Hanbok, the bow from the 'Jeogori,' has been thoughtfully redesigned and incorporated into various pieces in the collection. You'll find it as a striking feature in the Sunrise Top.
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"New Dawn" is more than just a collection; it is a celebration of heritage, a homage to where it all began, and a vision of where we are heading. Each piece is crafted with love and a deep respect for tradition, designed to empower modern brides with a touch of history and a lot of heart.