WOOYOUNGMI | A distinctive twist on menswear staples

In recent years, Korean culture has infiltrated Western culture. Whether it be in the rise of K-pop, new beauty innovations to series such as the Squid Games crashing Netflix. This is no less true in fashion, where Korean streetwear has become increasingly prevalent and the country’s influence has even given birth to its own sub-culture, K-Fashion. 

The new season WOOYOUNGMI has become a favourite for its streetwear aesthetic. Today, the brand is recognised as one of menswear’s most exciting labels, offering a clean, distinctive twist on menswear staples and excelling especially in contemporary tailoring. 

wooyoungmi SS23

Photo credit: Vogue Runway

From The Beginning

Launched in Paris in 2002, WOOYOUNGMI today creates two prêt-à-porter collections each year, presenting as part of the Paris Men’s Fashion Week schedule. The brand’s founder, known as Madame Woo, was the first designer of ready-to-wear menswear in her homeland of South Korea and achieved early success with Solid Homme. A vision to create innovative, fashion-driven clothing with an international focus saw Madame Woo start up her eponymous WOOYOUNGMI label which has since emerged as a pioneer in an increasingly dynamic and diverse menswear industry.

Wooyoungmi SS23

Photo credit: Vogue Runway

The Aesthetic

Since its launch, WOOYOUNGMI has garnered attention for its fine attention to detail, architectural cuts and sharp, skilled tailoring. Despite the evolution of the brand’s collections, these three core elements underpin the WOOYOUNGMI identity. A member of the prestigious Chambre Syndicale de la Mode Masculine, WOOYOUNGMI is an established name on the official menswear schedule with flagship stores in Paris and Seoul.

The brand has remained a family-run business to this day. In 2014 Madame Woo’s daughter, Katie Chung, became the brand’s Creative Director and ushered WOOYOUNGMI into a new phase of relaxed luxury. Since her appointment, the brand has retained its core aesthetic of luxurious fabrics and effortless tailoring. Whilst additionally adding a new romantic, disruptive and beautifully distorted approach to the collections. Each season sees innovation in fabrication, with a reinterpretation of the codes of luxury. Artistic embroideries, modern prints, and traditional processed mixed with modern technology have become marks of the brand. 


Celebrating the 20th anniversary of WOOYOUNGMI the SS23 revisited some of its earlier collections. Low-rise, wide pants that were from their archives reminding Madame Woo of the 2000s Korean ‘Cool Guy’.  Best known for her tailoring, this season’s suits were slouchy and effortless with double-breasted jackets and super wide-leg trousers.

Denim like many other shows this season was a big part of the collection. Well, a look-alike denim is made from a cotton blend fabric which is lighter and holds to colour better. The colour palette was contemporary with khaki, navy, and greys combined with pinks, purples and blues. Following suit to previous collections, it was shown on both men and women with genderless looks that had no differentiation.


Last week WOOYOUNGMI showed their AW23 collection at Palas de Toyko La Grande Verrière. Drawing inspiration from Hwarang, a group of male warriors from the ancient Silla Dynasty. The collection included contrasting shapes combining inspiration from both nations, with sharp-shouldered overcoats to Korean-inspired cotton sweatpants.



Written by Holly Thompson

Holly Thompson

Holly Thompson

Writer and expert