HYEIN SEO

HYEIN SEO is a label that comes out of the city's avant-garde scene, and it isn't shy about it. The mood is dystopian and recalcitrant, with small streaks of humour running through it. The starting point is the wily nature of high schoolers. Rather than leaning on the usual stereotypes of millennial youth, the brand builds a vision of fashion around rebellious adolescence and the cultural and expressive guile of that generation. The label's own line is about exploring new scenes through the fluid interplay of silhouette and structure. If you like clothes with a bit of attitude and an eye on shape, this is worth a look. London concept store MACHINE-A stocks it and ships worldwide.