Life Of Pyo
Prestige Hong Kong|September 2017

Seoul-born, London-based designer Rejina Pyo tells  ZANETA CHENG about her brand’s uniqueness, and the pros and cons of social-media success.

GO TO INDUSTRY-INSIDER Kate Foley or Leandra Medine’s Instagrams and you’ll be sure to find pieces from Rejina Pyo’s collections. There’s the Greta dress, a timeless confection that’s light and white, with a ruched scoop neck and balloon sleeves, or her Rejina Pyo x Yuul Yie Eyelet peeka-boo heels making multiple appearances as “it” items this season. But what does it take to go from Central St Martins MA student from Seoul to international fashion favourite in four years?

Pyo has been interested in the concept of brands since she was little. Alongside a natural affinity for fashion, thanks to her designer mother, she was unusually attracted to the magic of brand power.

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