Open YY: Blending Cultures and Styles in Fashion Innovation
Open YY’s Spring/Summer 2024 collection stands as a testament to the brand’s evolution, fusing South Korean influences, New York street fashion, and a commitment to practicality and sustainability. Co-founders Jiyoung and Boyoung, the dynamic sister duo behind the brand, share insights into their creative process, the brand’s transformation, and the inspirations behind their unique designs.
Influences of Global Love:
The global appreciation for Open YY has significantly shaped the artistic process behind each collection. The sisters express gratitude for the brand’s international following, emphasizing that this support propels them to continuously push creative boundaries. For the Spring/Summer 2024 collection, the aim was to resonate with existing fans while introducing Open YY to new audiences, resulting in a blend of practicality and free-spirited style.
The Evolution of a Name:
The transition from “The Open Product” to “Open YY” was a strategic move. Reflecting the brand’s identity and vision more accurately, the new name symbolizes openness to creativity and diversity (Open) while incorporating the essence of sisterhood and universal fashion appeal (YY). This change not only reinforced the brand’s visibility but also enhanced its connection with a global audience.
Sisterhood in Art, Business, and Life:
Working together as sisters has proven to be an enriching experience. On an artistic level, shared experiences contribute to innovative designs. On a business level, trust and understanding have been instrumental in building Open YY. Personally, the journey has been unique and rewarding, with sisterhood serving as a constant source of inspiration for the brand.
Korean Cultural Influence:
Seoul’s vibrant fashion scene and the global fascination with K-pop and K-beauty have played a pivotal role in Open YY’s success. Drawing inspiration from both traditional and contemporary Korean culture, the brand has found a platform on the international stage, showcasing its unique style to a diverse audience.
Global Elements in Design:
While rooted in Korean culture, the Spring/Summer 2024 collection incorporates American-inspired elements, symbolizing urban style and reflecting diverse global influences. These elements, such as baseball caps and the “I <3 YY” logo, add versatility to the collection, allowing customers to express their style in different ways.
Practicality and Purpose:
The collection’s focus on work attire-themed elements, inspired by the agricultural industry, underscores Open YY’s commitment to everyday functionality in fashion. This unique approach pays homage to those who connect strongly with nature, translating durable and functional workwear into stylish, wearable pieces for everyday life.
Creative Engagement:
Encouraging customers to actively engage with their designs, Open YY intentionally crafted a collection rich in color and shapes. The goal was to empower individuals to mix and match pieces, fostering a dynamic and personal experience in fashion.
Signature Boots:
The distinctive boots in the collection serve as a statement piece, seamlessly blending practicality with style. Designed to be versatile and fashion-forward, these boots embody Open YY’s commitment to both functionality and aesthetics, becoming a focal point for many outfits.
Breaking Gender Norms:
The collection’s deliberate mingling of gender-coded elements reinforces Open YY’s belief in fashion as a form of self-expression without boundaries. This fashion choice communicates inclusivity and celebrates the freedom to express one’s identity through clothing, irrespective of gender norms.
Future Endeavors:
While specifics are kept under wraps, Open YY is constantly working on new collections and projects. The brand remains dedicated to its core values of practicality, free-spirited style, and sustainability, eagerly anticipating the opportunity to share upcoming creations with a global audience and explore new avenues of creativity in the fashion world.
