ORIGINALLY BORN AND RAISED IN SEOUL, JAEWOO LEE STUDIED FASHION DESIGN AT EWHA WOMENS UNIVERSITY. HER DESIRES TO CREATE LEAD HER TO MOVE TO NEW YORK TO TAKE MFA FASHION DESIGN AND SOCIETY AT PARSONS THE NEW SCHOOL FOR DESIGN. HER MFA GRADUATE COLLECTION FEATURED IN WALLPAPER GRADUATE DIRECTORY 2014, SHE WAS PICKED AS ONE OF THE TEN FINALISTS IN THE FASHION COMPETITION AND EXCLUSIVE SALE AT THECATEL, DUBAI.

BASED ON HER PERSONAL IDENTITY, CONNECTING THE DOTS FROM PAST TO PRESENT TO FUTURE, SHE FOUNDED JWL, A WOMENSWEAR LABEL BASED IN SEOUL, SOUTH KOREA. THE INSPIRATION WAS MOSTLY BASED ON HER EARLY EDUCATION IN THE ARTS. IN THE DEVELOPMENTS OF HER DESIGN, THE STARTING POINT CAME FROM THE UNDERSTANDING THE SOUL OF FABRICS AND RE-THINKING ABOUT HOW TO USE AND ENGINEER CONSTRUCTION. IT WAS ALL ABOUT HER PERSONAL STORY, CURIOSITY, INTEREST, EMOTION, THOUGHT, TASTE, AND BEAUTY.

JWL’S SS17 WOMENSWEAR COLLECTIONS PLAY MASCULINES AND FEMININES ROLE WITH MATÉRIALS, UNEXPECTED COLORS AND FANCIFUL DETAILS, RETHINKING ABOUT PROPORTIONS. A PURE, BOLD AND AGGRESSIVE “SHOCKING PINK” PRESENTS A SIMPLE, ASSERTIVE FEMININITY.

 

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