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 in 2014 along with the 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. Her contemporary urban streetwear collections are filled with technical and dramatic silhouettes, convertible hoodies, brazen cutouts executed through their unique experimental pattern making and draping. Empowering and unique, HYEIN SEO embodies the defiance of today’s aesthetically savvy youth culture.