Receiving great anticipation and generating buzz before she had even graduated from Antwerp's Royal Academy of Fine Arts, the South Korean designer launched her namesake label (HYEIN SEO) in 2014 along with co-founder Jino Lee. Inspired by the reckless and wily personas of high schoolers, the brand encompasses the stretched transition from rebellious adolescence to adulthood. HYEIN SEO bags, coats & jackets, jewellery, knitwear, pants & trousers, shirts, skirts, t-shirts & tops redefine urban streetwear with technical and dramatic silhouettes. Known for convertible hoodies, bold cutouts, and innovative pattern making, HYEIN SEO pushes boundaries with experimental draping and structural designs. Empowering and unique, the brand embodies the defiance of today’s aesthetically savvy youth culture, blending functionality with a raw, rebellious edge.