[Global Mega Hit Item] 'Rye' Promoting K-Fashion... Praised Overseas

Attended Numerous Overseas Fashion Shows...Gaining Attention with 'Mix and Match Items'
Pursuing International Brands...Collaborating with Various Brands

Designer Lee Cheongcheong (center) and models are taking a commemorative photo at Paris Fashion Week. (Photo by Cafe24)

[Asia Economy Reporter Lim Chun-han] "Last October, we received favorable reviews for showcasing young and rich resort looks at Paris Fashion Week 2023 Spring/Summer (S/S) season held at the Palais Brongniart in Paris, France."

Designer Lee Cheong-cheong of RYE emphasized in an interview with Asia Economy on the 9th, "RYE, a genderless style brand based on women's wear, has participated in numerous fashion shows such as New York (6 times), Paris (2 times), and London (1 time) Fashion Weeks, which are considered the world's top four fashion weeks, promoting K-fashion globally."

The designer graduated from Central Saint Martins in the UK, one of the world's top fashion schools, and debuted at London Fashion Week in 2010. She launched the RYE brand in 2013 and currently operates a direct-to-consumer (D2C) online store based on the global e-commerce platform 'Cafe24.' Recently, she has been gaining attention for mix and match items, a fashion style that pursues new aesthetics by blending contrasting images that give different impressions. The designer stated, "We interestingly match various colors, materials, and forms, such as combining classic styles with athleisure (light sportswear)," adding, "We have also received positive feedback for applying RYE's unique tailoring that researches how to three-dimensionally enhance the body's silhouette in clothing."

RYE embodies the brand philosophy that 'life is expression.' Therefore, instead of focusing on a single muse, it respects diversity and draws inspiration from various aspects of life. The designer explained, "We design distinctive clothing inspired by various sources such as the aviation jumper worn by Amelia Earhart, the first female pilot to cross the Atlantic and North America, and the outfits of athletes who overcame disabilities to win medals," adding, "Through our clothes, we hope everyone lives a life expressing their unique charm, personality, character, and emotions."

RYE pursues an international brand. The designer said, "Before COVID-19, we actively targeted the global market, selling in about 60 overseas select shops and department stores," and added, "Notable figures such as Maye Musk, mother of Elon Musk and a model, and Irene of Red Velvet have worn RYE's clothes. We have also collaborated with various brands including Aston Martin and Van Cleef & Arpels."

This content was produced with the assistance of AI translation services.