Three K-fashion brands—RE RHEE, MMAM, and EENK—unveiled their FW25 collections in Paris during PFW.
- A unique runway show integrating fashion, music, dance, and contemporary art captivated local industry professionals.
- Strategic collaboration with global fashion media supports international promotion of Korean designer brands.
The Ministry of Culture, Sports and Tourism (Minister Yu In-chon) and the Korea Creative Content Agency (KOCCA, Acting President Yoo Hyun-seok) successfully concluded Concept Korea 2025 F/W on March 7 (local time) at the Palais de Tokyo.
Launched in 2010 at New York Fashion Week, Concept Korea is KOCCA’s flagship initiative supporting the globalization of K-fashion. This year’s edition in Paris featured three prominent Korean brands:
RE RHEE by designer Junebok RHEE
MMAM by designer Park Hyun
EENK by designer Hyemee Lee
A Sensory Runway Blurring the Boundaries Between Fashion and Art
The day began with a joint show featuring RE RHEE and MMAM, presenting an innovative fusion of fashion, music, and performance.
RE RHEE collaborated with jazz vocalist Nah Youn Sun to explore the theme Forms of Resonance, expressing timeless beauty that leaves a lasting impression. MMAM partnered with choreographer Lee Ruda to create Contrasting Layers, where models moved gracefully like dancers, seamlessly blending music and performance into the show’s atmosphere.
In the afternoon, EENK unveiled its collection inspired by contemporary Korean conceptual artist Kim Soo-ja’s Bottariseries. Featuring layered coats and delicate silk fabrics that appeared to float in the air, the collection balanced traditional elements with modern aesthetics, presenting a distinctive fusion of Eastern and Western artistry.
We had the opportunity to talk with the designers after their show for knowing more about the collection and their story:
RE RHEE
What is fashion?
Fashion is civilization, an experience, and an unspoken language. It represents an era, reflects who I am, and expresses culture—yet at the same time, it transcends both culture and the self.
What is RE RHEE? And how do you talk about fashion through your collection?
I enjoy storytelling that unfolds through the juxtaposition of two opposing concepts—presence and absence. I am drawn to the subtle emotions and perspectives that exist between masculinity and femininity, strength and fluidity, the desire to reveal yet conceal, and the act of hiding yet unintentionally exposing. Each season, I seek to explore and resolve these contrasting elements through different sources of inspiration.
How would you describe your style?
RE RHEE seeks a balance where strength and softness, simplicity and depth, modernity and tradition coexist. The goal is to create a style that is both comfortable and refined.
What is your background?
Influenced by my mother, who specialized in fine art, I have been surrounded by art since infancy. Both genetically and experientially, art has always been a significant part of my life. Studying at an art school, I was engaged in a dynamic creative environment surrounded by friends specializing in visual arts, music, and dance. This constant exposure to diverse artistic disciplines further enriched my perspective, making art an intrinsic and deeply intuitive part of my world.
We live in an era overflowing with answers—so many that they often become overwhelming. Growing up, I was deeply immersed in a culture that placed great emphasis on finding the ‘right’ answer. However, during my time at Central Saint Martins in London, I was profoundly impacted by an educational approach that valued the process of proving that there is no single correct answer. This shift in perspective was both striking and transformative for me.
What does it mean to be part of the Concept Korea circuit?
Concept Korea is a global fashion support program organized by South Korea’s Ministry of Culture, Sports, and Tourism, along with the Korea Creative Content Agency. Each season, only a select few promising designer brands are chosen through a highly competitive process. As a key platform for showcasing Korean designer brands at major fashion weeks in cities like New York and Paris, Concept Korea has established itself as a significant initiative recognized not only in Korea but also within the global fashion industry.
Being selected for Concept Korea signifies that RE RHEE has been internationally acknowledged for both its design sensibility and market potential. It also provides strategic support for global expansion.
Let’s talk about the FW25-26 you’re presenting during PFW…
Do you have any favourite piece from the collection?
Rather than having individual garments on the runway define RE RHEE, I want the styling presented in the show to seamlessly integrate into everyday wardrobes, allowing each piece to be reinterpreted by the wearer.
“Fashion should be a form of escapism, and not a form of imprisonment”, Alexander McQueen said. In 2025, can fashion still be an escape route, a way to escape social conventions?
Fashion has always been a reflection of its time while also serving as a powerful tool for breaking free from societal expectations. Even in 2025, I believe fashion remains a means of liberation—an open space where one can move beyond conventions and redefine oneself.
For RE RHEE, fashion is not about adding more but about stripping away the unnecessary to reveal its essence. It is not about chasing trends, but about using clothing as a way to rediscover oneself. In this sense, fashion is not an escape from reality, but a means of finding balance and identity amid the noise of the world.
Today, the idea of ‘escape’ in fashion is no longer about illusion or avoidance. In an era where authenticity and self-expression matter more than ever, the way we choose, wear, and interpret clothing becomes an act of defiance against convention and a form of personal freedom. That is why, for RE RHEE, fashion in 2025 is still an escape—not from reality, but toward a more personal, meaningful, and authentic sense of self.
If you had to make a letter to your future self, what would you say?
I hope you never forget why you started this journey. Fashion is not just about making clothes—it is about expression, finding balance, and revealing identity. Stay curious, push boundaries, and continue seeking depth even within simplicity, just as RE RHEE does today.
MMAM
What is fashion?
Fashion is a form of self-expression that transcends clothing—it’s a reflection of culture, identity, and the times we live in. It’s about storytelling through fabric, silhouette, and craftsmanship.
What is MMAM? And how do you talk about fashion through your collection?
MMAM stands for Maison Modern Art Museum—a brand dedicated to blending traditional craftsmanship with modern innovation. The concept behind our brand is that “the home is a modern art museum.“ We draw inspiration from unconscious actions that take place in everyday life at home, turning clothing into a canvas for various forms of art. This is reflected in elements such as scribble art and irregular pleats inspired by unconscious paper folding, rather than neatly structured pleats. Through each collection, we explore themes that challenge norms, push boundaries, and reimagine classic tailoring with contemporary aesthetics. Fashion is our medium to communicate emotions, narratives, and cultural dialogues.
How would you describe your style?
Our style is a fusion of structured elegance and avant-garde rebellion—where heritage techniques meet experimental forms. It’s a balance between bold and understated, raw and refined.
What is your background?
Born as the eldest daughter of an architect father and a philosopher mother, I grew up deeply influenced by life values and philosophical messages.
Starting at the age of five, I won a gold medal at the World Children’s Art Competition and went on to sweep various competitions and awards. While my father wanted me to major in fine arts, my mother encouraged me to pursue industrial design, believing that the era of design was about to flourish. As a result, I graduated with a degree in industrial design.
With a deep love for clothing, I never got tired of trying on every garment in department stores. At the age of 25, I registered my first business and launched my own fashion venture. That same year, I achieved my first $1 million in sales. As the head of a multi-brand concept store, I led the company to grow rapidly, achieving a 200% increase in revenue each year.
With a vague yet ambitious dream of creating a unique brand that only I could establish and introducing it to the world, I pursued a master’s degree in fashion design. Through my graduate studies, I developed innovative fabrics, which eventually led to the launch of my brand, MMAM.
MMAM was founded with a vision to merge artisanal craftsmanship with a forward-thinking approach. My background is rooted in fashion design and textile innovation, drawing inspiration from both traditional ateliers and subversive street culture.
What does it mean to be part of the Concept Korea circuit?
Being part of Concept Korea is an honor. It’s not just about showcasing our designs—it’s about representing Korean creativity on a global stage. It allows us to share our cultural heritage while pushing contemporary fashion narratives forward.
Let’s talk about the FW25-26 you’re presenting during PFW…
Do you have any favorite piece from the collection?
This season, FW25-26 is about contrasting layers, exploring the fusion of opposites—fragility and power, nostalgia and futurism. One of my favorite pieces is a deconstructed wool coat with hand-embroidered details, seamlessly combined with knit, transforming the lining into a knit fabric. This piece symbolizes transformation, embodying the essence of the collection and our brand ethos—where contrasts merge to create something entirely new..
“Fashion should be a form of escapism, and not a form of imprisonment,” Alexander McQueen said. In 2025, can fashion still be an escape route, a way to escape social conventions?
Absolutely. Fashion, at its core, is about freedom—freedom to express, to challenge norms, and to create identities beyond societal expectations. Whether through gender-fluid silhouettes, unconventional materials, or radical storytelling, fashion continues to be a space where people can redefine themselves outside of traditional frameworks.
If you had to make a letter to your future self, what would you say?
Stay fearless. Keep questioning, keep evolving. Remember why you started, but never stop pushing forward. The world changes, and so should you—but always on your own terms.
EENK
What is fashion to you?
EN : I used to think of fashion as the simplest and most intuitive way to express my identity, but now I see it as a reflection of my life—encompassing all kinds of emotions, from joy and sorrow to love and passion. Shopping for pieces and expressing one’s identity through personal styling is an individual act, a personal domain. However, as a designer, creating fashion is not something that can be done alone—it exists within the realm of relationships. Through the collaborative process, I constantly think, reflect, and learn. Fashion is my daily life, my work, my passion, and ultimately, my identity.
What is EENK? And how do you talk about fashion through your collection?
EN : EENK represents ‘INK,’ a medium through which messages and images are printed. The brand name carries a personal touch—I replaced the ‘I’ in my English name initials with ‘EE,’ creating ‘EENK,’ a spelling variation that enhances both aesthetic appeal and my identity. In essence, EENK serves as a platform for sharing designs infused with taste, culture, and storytelling. The Letter Project is a way to communicate EENK’s unique vision. By developing collections in alphabetical order and assigning a keyword—whether an item or a theme—to each letter, we create a structured narrative for our collections while sparking curiosity about what comes next. When defining each collection’s theme, we always incorporate contemporary trends, as they play a key role in deepening the brand’s distinctive style. Through our collections, we aim to showcase the power of visual storytelling, elevating EENK beyond just a brand. Our goal is to continuously introduce fresh concepts and items, sharing our aesthetic vision while delivering a sense of fantasy and emotion.
How would you describe your style?
‘Unconventional elegance and modernity’
I strive for timeless sophistication and elegance, but in reality, my style leans toward classic and mannish elements with a touch of practicality.
What is your background?
As a child, I grew up surrounded by print—my father ran a printing business, so I was always around typefaces and the scent of ink. This naturally led to my deep interest in letters, fonts, and visual imagery. I also loved books from a young age, which helped me discover the power of storytelling. My mother, who had a great passion for fashion, influenced my artistic sensibility early on. Throughout my school years, I was often recognized for my interest in beauty and fashion. However, driven by curiosity and strong academic performance in science, I initially chose to major in engineering. But during a summer break, I made the decision to follow my true passion and switched my major to fashion design. Fortunately, as soon as I changed my major, I had the opportunity to work at a fashion company, allowing me to balance both work and studies throughout university. My father was initially against my decision, so I changed my major in secret. It wasn’t until my graduation showcase that I invited him—seeing my designs take center stage in the finale, he was moved to tears. It was a defining moment where my hard work and passion were truly recognized. After working for other fashion companies for 13 years, I was encouraged by my husband and, eventually, took the leap to launch my own brand.
What does it mean to be part of the Concept Korea circuit?
Participation in the Concept Korea program allows us to present the essence and story of a Korean designer brand to the global market. In the fast-paced cycle of fashion seasons, there is often little time to reflect on a brand’s core essence and its potential for longevity. Maintaining a unique identity while making a strong, lasting impression with each new collection has become increasingly challenging. Now more than ever, it’s crucial to focus on the brand’s essence and immerse ourselves in contemporary practices to ensure its appeal remains consistent and does not fade. Therefore, when creating a new collection, I aim to write at least one new chapter in the story.
Challenging myself to participate in Paris Fashion Week for five consecutive seasons, from SS23 to SS25 (with FW25 marking the 6th standalone show in Paris), has deepened my reflection on the aesthetics of Korea, which serve as the foundation of both myself and my brand. I believe this is the most powerful force that can differentiate a Korean designer brand in the global fashion market. A style that is both classical and contemporary, infused with EENK—born in Korea, enriched by the archives and history that accumulate over time, and most importantly, shaped by the teamwork and effort of the entire team—this is where my focus lies.
Creating collections is the result of repeated efforts to bring together various thoughts and ideas into one cohesive vision. Ideally, with each season, I hope to add at least one more chapter to the story. Through Concept Korea, continuing our collections at Paris Fashion Week is a path we aim to follow—one that stands in stark contrast to mass production. It’s about diving deeper into our journey and exploring it more profoundly.
Let’s talk about the FW25-26 you’re presenting during PFW…
Do you have any favourite piece from the collection?
EENK’s keyword for the 2025 F/W season is B for Binding. The starting point for EENK is a book. We paid attention to the process and result of how words come together to form sentences, how sentences are connected to form a story, and how sheets of paper are bound together to form a book. The EENK collection, which is dedicated to harmoniously combining multiple cultures, eras, stories, and genders within a single garment and a single season, bears a similarity to the binding of a book.
I was also fascinated by the worldview of conceptual artist Sooja Kim this season. After seeing Kim’s exhibition <To Breathe-Constellation> at the Bourse de Commerce-Pinault Collection in Paris, she fell in love with the modernization of traditional Korean aesthetics and the way Kim embraces and connects multiple concepts. She also found common ground with EENK’s philosophy in this approach. Kim’s choice of thread and needle as a tool for painting, expanding the canvas into infinite space, and exploring the connection to the universe are all in line with her work, as the three-dimensional garments that she creates by weaving two-dimensional fabrics with thread and needle build an individual’s identity. This has resulted in a series that coexists as one, such as a dress with a silhouette that resembles bookcase with layers of fabric blowing in the breeze, and an outerwear that combines a shirt and jacket into a single item. Echoing the cosmic essence of Kimsooja’s installation To Breathe, a dress adorned with celestial-inspired prints—along with one of my favorite pieces, a structured silhouette crafted from knotted fabric like bojagi(a traditional Korean wrapping cloth), and a knotted bag reminiscent of the Bottari Project—pays homage to the visionary artist, reinterpreting traditional aesthetics through a contemporary lens.
Longtime collaborators—stylist Malina Joseph Gilchrist and sound designer PILOOSKI—once again lent their expertise to elevate the FW 2025 collection. The show’s finale left a lasting impression as the venue resonated with a special remix of Shin Joong-hyun’s He Is Leaving, reworked by PILOOSKI. We hope that this B for Binding will be a collection that combines EENK’s philosophy and the artist’s worldview into a single book.
“Fashion should be a form of escapism, and not a form of imprisonment”, Alexander McQueen said. In 2025, can fashion still be an escape route, a way to escape social conventions?
The fashion industry is dynamic, fast-paced, and driven by a constant desire for change. Thanks to social media and online platforms, entering the industry has become more accessible than ever, leading to a surge in new brand launches. Commercial appeal and practicality have gained importance, and many brands are breaking traditional boundaries of diversity. Amid this flood of information and modes of expression, I believe fashion’s classic role—evoking emotions within ourselves and creating meaningful moments of connection with others—will become even more significant. Fashion is a powerful medium that allows people to gain confidence, feel happiness, experience love, and build connections through personal styling infused with their identity. As more people embrace their worth beyond gender distinctions, prioritize how they see themselves over how others perceive them, and enjoy curating their own style with confidence and fearlessness, fashion as a universal language will become an even stronger form of communication.
If you had to make a letter to your future self, what would you say?
I still cherish the value of the time and experiences spent with a positive mindset and good attitude, and I hope to become a more graceful and internally elegant person than I am now.
