Can We Do Without The Hype?

Yoon Ahn is something of a generational definer with a firm place in both the intensely masculine world of streetwear as co-founder of the label ambush and the historically bourgeois realm of high fashion as jewellery director at dior homme. Now, she’s teamed up with bvlgari on a reinterpretation of its signature serpenti forever handbag. Gordon ng probes this extremely in-demand creative’s mind on the future of collaborations and building a business on hype.

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It’s an understatement to say the fashion industry today is in constant flux. Already pre-pandemic, the whole top-down system of luxury fashion has had its dominance challenged by the prominence of streetwear and the emergence of a new generation of creative leaders. Yoon Ahn (opposite) is one such name.

Though originally trained in graphic design, the Korean-American has moved seamlessly into creating jewellery and fashion for Ambush – the label she founded 12 years ago and still leads – in addition to designing the jewellery for Kim Jones’ men’s collections at Dior (a role she’s had since 2018). She’s got her finger on the pulse of both culture and taste, commanding a fiercely loyal Instagram following as well as the eager eyes of an industry ready to tap into her preternaturally cool sensibilities.