JiyongKim is a brand that challenges the conventions of fashion through an experimental and rebellious perspective, exploring an unprecedented aesthetic.
Alongside its signature Sun-Bleach technique, the brand develops one-of-a-kind garments through distinctive pattern-making and experimental silhouettes.
JiyongKim’s design does not remain at the level of visual impact alone.
Through an in-depth study of the human body and garment structure, the brand presents highly dimensional pattern work. The resulting silhouettes evolve organically with the wearer’s movement, offering sculptural forms while maintaining the inherent functionality of menswear.
At the core of the brand lies a philosophy: an aesthetic discovered in what was once considered faded and without value. Its signature Sun-Bleach technique eliminates artificial dyeing and chemical washing, relying solely on natural elements. Fabrics are exposed over several months to sunlight, wind, rain, and snow, resulting in unique fading and weathering effects that create profound tonal depth and distinctive textures. This approach reflects not only a technical process but a perspective on time, material, and transformation.
The brand’s experimental spirit, rooted in Director Jiyong Kim’s extensive vintage archive research, extends beyond garments into its mode of presentation. Departing from traditional runway formats, JiyongKim consistently adopts exhibition and installation-based presentations—allowing the brand’s concepts and narratives to unfold in a more immersive and spatial manner.
Particularly, the temporal nature of the Sun-Bleach process and the structural complexity of the garments gain stronger resonance within exhibition formats, where audiences can engage with the work beyond a fleeting moment. By expanding its expression into artworks, structures, and environments, JiyongKim positions “process” and “transformation” as central to its identity.
This philosophy has been widely recognized within the industry, with the brand selected for the HYPEBEAST 100 for three consecutive years (2023–2025), named a semi-finalist for the LVMH Prize 2024, and awarded the Samsung Fashion Design Fund (SFDF) in both 2023 and 2024. Building on this momentum, JiyongKim presents an organic and dynamic installation for this project, inviting visitors to move beyond passive observation and engage with space and time to experience the brand’s layered universe firsthand. Continuing to explore new forms of expression through the fusion of innovative pattern construction and the aesthetics of nature, JiyongKim aims to once again present a compelling proposition to the menswear landscape through this presentation.