After Simone Rocha, Dsm Kei Ninomiya and the Danish brand Sunflower, there will be another special guest for Pitti Uomo. It is JiyongKim, the brand of South Korean designer Jiyong Kim.
The designer was among the semi-finalists of the LVMH Prize 2024. During Pitti Uomo, JiyongKim will present his vision through an event project. This was designed specifically for Florence and is implemented in its distinctive style in the Fortezza da Basso. The special event is supported by Fondazione Pitti Discovery and Korea Creative Content Agency.
“Participating as a special guest at Pitti Uomo in June is both an honor and a significant moment. For JiyongKim, clothing is not something immutable. Rather, it is something that evolves with time and exposure. Our ‘Sun Bleach’ process allows the forces of nature to shape each garment, leaving behind unique and unrepeatable marks,” Jiyong Kim said in a statement.
“For this project, instead of a single moment, we imagined an exhibition. There, clothing, space and time can interact with each other. We move away from the traditional fashion show format and want to offer a more immersive and layered experience. Our goal is to present a work that continuously interacts with its surroundings and always remains open to change,” the South Korean designer added.
JiyongKim is a brand that challenges fashion conventions. She does this through an experimental and rebellious perspective within the framework of a novel aesthetic. In addition to the ‘Sun Bleach’ technique, the brand creates unique garments with special finishes and experimental models and silhouettes. This technique avoids chemical treatments and relies solely on the forces of nature. The materials are exposed to sunlight and weather conditions over several months. This causes natural fading due to atmospheric influences.
“We found it important to bring his fresh approach to the second life of materials to Pitti Uomo. This is related to the ceaseless flow of time. Each garment is conceived as part of a sustainable but unrepeatable natural cycle. It is a design intervention that transforms fabrics and vintage garments into unique pieces. These bear signs of transience and refer to the climate crisis. Jiyong Kim’s ideology is therefore an artistic and slow fashion. It highlights the authenticity of the Experiences emerge and transform them into beauty,” added Francesca Tacconi, Special Events Coordinator of Pitti Immagine.
The design is based on an in-depth study of the human body and the structure of the garment. This is implemented using 3D modeling.
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