Photo: Jae Hwan Lee

The Korean peninsula’s relationship with France has endured for more than a century, with French culture, and its aesthetic influence being very pronounced in Seoul. The flair for all things French can be seen on the hilltop location of Seorae Village, for instance, where the French enclave nicknamed “Montmartre” is perched overlooking the many mountains of Seoul. Wine shops, bakeries and delicatessens depict a quaint French scene on the south side of the Han River and even t-shirts honor Parisian landmarks while local bakeries bear the name “Baguette” and Seoul’s busiest shopping strips dedicate themselves to the sale of French souvenirs. It could have been the appeal of Paris then that inspired a young Jae Hwan Lee to take his vision of creating a Korean fashion label that would hold the attention of French audiences.

Lee used the opportunities for aspiring Korean creatives and graduated from ESMOD Paris and Seoul, following in the footsteps of more established Korean designers. He then secured posts interning and freelancing with Hermès, Christian Dior and Chloé before launching his own line in Paris three years ago.

Since then, he’s attracted a loyal following of women who love various aspects of his collections including the “French Touch” of geometric, modern and still romantic silhouettes accented by smooth, light materials. For SS11, for instance, geometric shapes and patterns don’t have to mean avant-garde. Although the pieces are asymmetrical, geometrically fringed, and illustrate motifs sharply contrasted by unconventional spring pallets, Lee’s catwalk remained exceptionally elegant, feminine and fashion forward. The pairing of South Korea’s widely under-the-radar fashion with its more recognized technology is a curious detail. The Yoohan-Kimberly digital printing technology creates the unique accents notable in the collection’s trends, celebrating Korean innovation. Furthermore, using Korean and French materials allows for more accessible price points, a not uncommon trend in Korea. A trip to France’s Aix- en-Provence might lead to a stroll inside the Miriam Olivier boutique, the Parisian showroom at Via Malaura or a stop at Lespionne—all of which sell Lee’s pieces.  Not too bad for a South Korean Francophile.