{"id":1909265,"date":"2026-04-29T16:42:00","date_gmt":"2026-04-29T13:42:00","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=1909265"},"modified":"2026-04-29T16:42:00","modified_gmt":"2026-04-29T13:42:00","slug":"amomento-wants-to-become-the-worlds-first-korean-heritage-house","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=1909265","title":{"rendered":"Amomento wants to become the world\u2019s first Korean heritage house"},"content":{"rendered":"<p>[analyse_image type=&#8221;featured&#8221; src=&#8221;https:\/\/images-prod.dazeddigital.com\/1200\/300-1238-1363-908\/azure\/dazed-prod\/1440\/4\/1444228.jpg&#8221;]<\/p>\n<article class=\"main-article standard \">\n<div class=\"article-main-content article-wrapper has-media-but-its-an-image\" data-status=\"loaded\" data-primary-article=\"true\" data-url=\"\/fashion\/article\/70168\/1\/amomento-shanghai-fashion-week-aw26-fw26-the-worlds-first-korean-heritage-house\" data-article-id=\"70168\">\n<header class=\"article-header has-portrait-image no-media\">\n<div class=\"wrapper dg-max-width\">\n<div class=\"inner\">\n<figure class=\"main-img has-figcaption\" data-img-aspect-ratio-type=\"portrait\" data-img-aspect-ratio=\"0.67\" data-template=\"Standard Article\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"portrait\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Amomento AW26\" class=\"img\" height=\"3000\" src=\"https:\/\/images-prod.dazeddigital.com\/1280\/azure\/dazed-prod\/1440\/4\/1444228.jpg\" width=\"2000\"><\/span><\/span><figcaption class=\"img-caption\"><span class=\"inner\"><span class=\"credit\">Courtesy of Amomento<\/span><\/span><\/figcaption><\/figure>\n<aside class=\"meta\">\n<div class=\"inner\"><time datetime=\"2026-04-29T16:42:00+00:00\" class=\"timestamp\" title=\"29 April 2026\"><span class=\"month\">April<\/span>\u00a0<br \/>\n<span class=\"day\" data-day=\"29\">29,<\/span>\u00a0<br \/>\n<span class=\"year\">2026<\/span><\/time><\/div>\n<\/aside>\n<div class=\"titles\">\n<div class=\"tags\">\n<div class=\"sections\"><a class=\"category vertical - fashion\" href=\"https:\/\/www.dazeddigital.com\/fashion\">Fashion<\/a><br \/>\n\/<br \/>\n<a class=\"series\" href=\"https:\/\/www.dazeddigital.com\/feature\">Feature<\/a><\/div>\n<\/div>\n<div class=\"standard-tag-container\"><a class=\"standard-category\" href=\"https:\/\/www.dazeddigital.com\/fashion\">Fashion<\/a> \/<br \/>\n<a class=\"standard-series\" href=\"https:\/\/www.dazeddigital.com\/feature\">Feature<\/a><\/div>\n<h1 class=\"title\"><span>Amomento wants to become the world\u2019s first Korean <span class=\"nowrap\">heritage house<\/span><\/span><\/h1>\n<div class=\"standfirst\">\n<h2>Following its recent Shanghai Fashion Week show, the Korean label is considering its next move on the <span class=\"nowrap\">global stage<\/span><\/h2>\n<\/div>\n<p><time datetime=\"2026-04-29T16:42:00+00:00\" class=\"timestamp\" title=\"29 April 2026\"><span class=\"month\">April<\/span>\u00a0<br \/>\n<span class=\"day\" data-day=\"29\">29,<\/span>\u00a0<br \/>\n<span class=\"year\">2026<\/span><\/time><\/div>\n<\/div>\n<p><time datetime=\"2026-04-29T16:42:00+00:00\" class=\"timestamp\" title=\"29 April 2026\"><span class=\"month\">April<\/span>\u00a0<br \/>\n<span class=\"day\" data-day=\"29\">29,<\/span>\u00a0<br \/>\n<span class=\"year\">2026<\/span><\/time><\/p>\n<div class=\"providers\">\n<div class=\"contributors\"><span class=\"contributor\" data-contributor-role=\"Text\"><span class=\"contributor-role\">Text<\/span><a class=\"contributor-name\" href=\"https:\/\/www.dazeddigital.com\/user\/ElliotHoste\">Elliot Hoste<\/a><\/span><\/div>\n<\/div>\n<\/div>\n<\/header>\n<div class=\"article-body-container\">\n<div class=\"article-body wrapper\">\n<div class=\"dazed-gallery has-21-images \">\n<div class=\"inner\">\n<header>\n<div class=\"info\"><span class=\"heading\">Amomento AW26<\/span><\/div>\n<\/header>\n<div class=\"gallery\">\n<div class=\"gallery-thumbs\">\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36978\/0\/amomento-aw26\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Amomento AW26\" class=\"img\" height=\"1333\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-1215-2000-1333\/azure\/dazed-prod\/1440\/4\/1444130.jpg\" width=\"2000\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36978\/1\/amomento-aw26\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Amomento AW26\" class=\"img\" height=\"1500\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-0-2250-1500\/azure\/dazed-prod\/1440\/4\/1444132.jpg\" width=\"2250\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36978\/2\/amomento-aw26\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Amomento AW26\" class=\"img\" height=\"1333\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-1148-2000-1333\/azure\/dazed-prod\/1440\/4\/1444131.jpg\" width=\"2000\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36978\/3\/amomento-aw26\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Amomento AW26\" class=\"img\" height=\"1500\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-0-2250-1500\/azure\/dazed-prod\/1440\/4\/1444137.jpg\" width=\"2250\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36978\/4\/amomento-aw26\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Amomento AW26\" class=\"img\" height=\"1333\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-113-2000-1333\/azure\/dazed-prod\/1440\/4\/1444138.jpg\" width=\"2000\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36978\/5\/amomento-aw26\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Amomento AW26\" class=\"img\" height=\"1173\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-0-1760-1173\/azure\/dazed-prod\/1440\/4\/1444144.jpg\" width=\"1760\"><\/span><\/span><\/a><\/div>\n<\/div>\n<\/div>\n<div class=\"gallery-footer\">Gallery \/ 21 images<\/div>\n<\/div>\n<\/div>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><span>What does the phrase \u2018Korean fashion\u2019 mean to you? If you\u2019re reading this from the west, chances are it\u2019s a concept not as fully-fledged as its European counterparts. While phrases like \u2018Italian\u2019, \u2018French\u2019, or even \u2018British fashion\u2019 produce a wellspring of instant identifiers, for the layman westerner, South Korea\u2019s place in the fashion imagination is occupied by a handful of K-pop idols and trend-driven street style in Seoul. Fortunately for us, Amomento wants to bridge the gaps in our understanding of what Korean fashion could be.<\/span><\/p>\n<p><span>Founded in 2015 by Mee-Kung Lee \u2013 also known as MK Lee \u2013 Amomento started life as Shop Amomento, a multi-brand, physical retail space in Seoul. In 2016, the designer\u2019s younger brother Myeongsoo Lee \u2013 MS Lee \u2013 began working at the company, and soon after an Amomento clothing line was created for the AW16 season, focusing on timeless wardrobe staples and minimalist design. While Shop Amomento carries cult global brands like Edward Cuming, Extreme Cashmere and Gimaguas, MK focuses her efforts on designing for Amomento as a standalone brand with a separate identity from its namesake store, while MS is the CEO of the entire company.<\/span><\/p>\n<p><span>But, back to that question of Korean fashion. Yes, our understanding of the region\u2019s style isn\u2019t as developed as it should be, but why is this the case? MK thinks it may have something to do with the country\u2019s culture. \u201cKorea is a relatively small and socially interconnected society, where people are highly conscious of others\u2019 perspectives. This naturally reinforces a trend-driven culture, and fashion evolves very quickly\u201d, she continues, which results in a fashion landscape where conformity is valued over individuality. And, according to MK, because of this, the overarching moniker that is \u2018Korean fashion\u2019 has little to hold on to. \u201cScandinavian or Japanese brands often share a common aesthetic or philosophy, whereas Korean brands lack a unified design language,\u201d says the designer. \u201cBecause of this, it can be difficult for outsiders to interpret Korean fashion as a cohesive movement.\u201d<\/span><\/p>\n<\/div>\n<figure class=\"inline-img expandable dev-view-hide\" data-img=\"91304d8f-5cd0-4327-b333-b43b00a41d9c\" data-src=\"https:\/\/images-prod.dazeddigital.com\/1760\/azure\/dazed-prod\/1440\/4\/1444144.jpg\" data-img-aspect-ratio-type=\"portrait\" data-img-aspect-ratio=\"0.75\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"portrait\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Amomento AW26\" class=\"img\" height=\"2347\" src=\"https:\/\/images-prod.dazeddigital.com\/786\/azure\/dazed-prod\/1440\/4\/1444144.jpg\" width=\"1760\"><\/span><\/span><figcaption class=\"img-caption\"><span class=\"caption\">Amomento AW26<\/span><span class=\"credit\">Courtesy of Amomento<\/span><\/figcaption><\/figure>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><span>That\u2019s not to say that outsiders are <\/span><em><span>completely<\/span><\/em><span> unaware of Korean fashion, or the culture that produced it. The Korean Wave, also referred to as hallyu, has been happening since the 1990s, a movement that propelled South Korea\u2019s cultural exports across the world. While the original 90s wave happened directly in Asia, when Korean TV shows were syndicated across the region, hallyu 2.0 is defined by the popularity of K-pop stars in the mid-2010s, and their global dissemination through social media platforms. Fashion\u2019s subsequent role within those stratas of hallyu is complicated: while a number of brands gained global recognition in the second wave, the country\u2019s biggest fashion export is arguably still K-pop stars as ambassadors for European heritage houses. Korean musicians might have successfully infiltrated global fashion, but a Korean heritage house has yet to infiltrate the world.<\/span><\/p>\n<p><span>That\u2019s not to say that Korean fashion has no pioneers. MK singles out Madame Woo, who founded Solid Homme and Wooyoungmi, and Jung Wook-jun of JUUN.J, as important players in bringing Korean fashion to an international stage. \u201cTheir contributions are significant,\u201d she says, \u201cbut there is still much for the next generation to continue and <\/span><span>develop.\u201d In the same vein, MK and MS use Japanese fashion as a yardstick, arguing that there is no Korean equivalent to brands like <\/span><a href=\"https:\/\/www.dazeddigital.com\/comme-des-garcons\"><span>Comme des Gar\u00e7ons<\/span><\/a><span>, <\/span><a href=\"https:\/\/www.dazeddigital.com\/yohji-yamamoto\"><span>Yohji Yamamoto<\/span><\/a><span> and <\/span><a href=\"https:\/\/www.dazeddigital.com\/issey-miyake\"><span>Issey Miyake<\/span><\/a><span> \u2013 at least not yet. \u201cHistorically, Korea experienced colonisation and the Korean War, which delayed its development compared to countries like Japan or China,\u201d says MK. \u201cThat\u2019s why, unlike Japanese brands that entered the European market in the 1950s and 60s, Korea does not yet have long-established heritage fashion houses.\u201d<\/span><\/p>\n<blockquote>\n<p><span>\u201cThis collection was about returning to the essence of clothing and focusing on its fundamentals\u201d \u2013 MK Lee<\/span><\/p>\n<\/blockquote>\n<p><span>Amomento\u2019s most recent runway show at Shanghai Fashion Week was MS and MK\u2019s bid to become Korea\u2019s future heritage house. Taking place in the Huangpu District of the city, the room was transformed into a traditional tailoring shop called a Yangjangjeom, which is specifically a boutique that produces \u201cWestern garments and tailoring details through a distinctly Eastern sensibility\u201d, according to the show notes. \u201cIn an era defined by fast production and consumption, Amomento reflects on spaces and moments that are gradually fading,\u201d they continued. \u201cRevisiting the value of garments once shaped by the hands of artisans, and translating these perspectives into a contemporary language.\u201d<\/span><\/p>\n<p><span>On the runway, wardrobe classics were reinterpreted through a modern lens. Slouchy separates were paired with check shirts, crimson jumpers with ankle length culottes, and ties were replaced with silk scarves messily fastened around a collar. While pops of colour came through in the blood red leather shoes or bright white shirts, the colour palette remained mostly muted throughout, conveying a sense of earthy naturalism. \u201cThis collection was about returning to the essence of clothing and focusing on its fundamentals,\u201d MK told us. \u201cIn today\u2019s fashion scene, where garments are quickly consumed and forgotten, we wanted to show what it means to create clothing that lasts \u2013 pieces that can be worn over time.\u201d And, ultimately, what encapsulates the idea of heritage better than that?<\/span><\/p>\n<\/div>\n<div id=\"newsletter-inline-last\">\n<div class=\"newsletter-small\">\n<div class=\"inner\">\n<h1 class=\"newsletter-title\">Escape the algorithm! 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data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"Op5\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/0-279-1080-718\/azure\/dazed-prod\/1440\/3\/1443478.png\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">Going \u2018field mode\u2019 with Kellyn Wilson<\/h3>\n<\/div>\n<p><\/a><\/div>\n<\/div>\n<\/div>\n<div class=\"swiper-slide list-element\">\n<div class=\"scard-latest__section\">\n<div class=\"card-latest__wrapper\"><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/fashion\/article\/70099\/1\/going-field-mode-with-emi-matsushima\"><\/p>\n<div class=\"card-latest__img-wrapper\">\n<p class=\"optional-paragraph\">Oakley <\/p>\n<p><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"EM_OakleyDazedFieldLab-30\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/0-316-1987-1322\/azure\/dazed-prod\/1440\/3\/1443431.jpg\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">Going \u2018field mode\u2019 with Emi Matsushima<\/h3>\n<\/div>\n<p><\/a><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/fashion\/article\/70124\/1\/zara-larsson-main-rose-swimwear-all-my-clothes-come-off-rebrand-dolphin-meme\"><\/p>\n<div class=\"card-latest__img-wrapper\"><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"Zara Larsson Main Rose swimwear \" src=\"https:\/\/images-prod.dazeddigital.com\/480\/487-486-2321-1544\/azure\/dazed-prod\/1440\/3\/1443667.jpg\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">Zara Larsson: \u2018The second I come home, all my clothes come off\u2019<\/h3>\n<\/div>\n<p><\/a><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/fashion\/article\/70117\/1\/sofia-abadi-online-girl-in-a-hyper-femme-world-rising-designer\"><\/p>\n<div class=\"card-latest__img-wrapper\"><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"Sof&#237;a Abadi \u2013 Heaven is Outside\" src=\"https:\/\/images-prod.dazeddigital.com\/480\/0-11-1284-854\/azure\/dazed-prod\/1440\/3\/1443651.jpg\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">Designer Sof\u00eda Abadi is creating a hyper-femme world <\/h3>\n<\/div>\n<p><\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"newsletter-inline\" data-newsletter hidden>\n<div class=\"newsletter-small\">\n<div class=\"inner\">\n<h1 class=\"newsletter-title\">Escape the algorithm! Get The Drop<\/h1>\n<div class=\"meta-row\">\n<p class=\"meta\">Get must-see stories direct to your inbox every weekday.<\/p>\n<p class=\"paragraph\"><a href=\"https:\/\/www.dazeddigital.com\/privacy-policy\" class=\"meta-link\" target=\"_blank\" rel=\"noopener\"><br \/>\nPrivacy policy<br \/>\n<\/a><\/p>\n<\/div>\n<div class=\"confirmation\" aria-live=\"polite\">\n<p class=\"confirmation-title\">Thank you. You have been subscribed<\/p>\n<p><a href=\"https:\/\/www.dazeddigital.com\/privacy-policy\" class=\"meta-link\" target=\"_blank\" rel=\"noopener\"><br \/>\nPrivacy policy<br \/>\n<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/article>\n<div class=\"article-body wrapper\">\n<div class=\"dazed-gallery has-21-images \">\n<div class=\"inner\">\n<header>\n<div class=\"info\"><span class=\"heading\">Amomento AW26<\/span><\/div>\n<\/header>\n<div class=\"gallery\">\n<div class=\"gallery-thumbs\">\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36978\/0\/amomento-aw26\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Amomento AW26\" class=\"img\" height=\"1333\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-1215-2000-1333\/azure\/dazed-prod\/1440\/4\/1444130.jpg\" width=\"2000\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36978\/1\/amomento-aw26\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Amomento AW26\" class=\"img\" height=\"1500\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-0-2250-1500\/azure\/dazed-prod\/1440\/4\/1444132.jpg\" width=\"2250\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36978\/2\/amomento-aw26\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Amomento AW26\" class=\"img\" height=\"1333\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-1148-2000-1333\/azure\/dazed-prod\/1440\/4\/1444131.jpg\" width=\"2000\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36978\/3\/amomento-aw26\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Amomento AW26\" class=\"img\" height=\"1500\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-0-2250-1500\/azure\/dazed-prod\/1440\/4\/1444137.jpg\" width=\"2250\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36978\/4\/amomento-aw26\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Amomento AW26\" class=\"img\" height=\"1333\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-113-2000-1333\/azure\/dazed-prod\/1440\/4\/1444138.jpg\" width=\"2000\"><\/span><\/span><\/a><\/div>\n<div class=\"gallery-thumb\"><a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/36978\/5\/amomento-aw26\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Amomento AW26\" class=\"img\" height=\"1173\" src=\"https:\/\/images-prod.dazeddigital.com\/320\/0-0-1760-1173\/azure\/dazed-prod\/1440\/4\/1444144.jpg\" width=\"1760\"><\/span><\/span><\/a><\/div>\n<\/div>\n<\/div>\n<div class=\"gallery-footer\">Gallery \/ 21 images<\/div>\n<\/div>\n<\/div>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><span>What does the phrase \u2018Korean fashion\u2019 mean to you? If you\u2019re reading this from the west, chances are it\u2019s a concept not as fully-fledged as its European counterparts. While phrases like \u2018Italian\u2019, \u2018French\u2019, or even \u2018British fashion\u2019 produce a wellspring of instant identifiers, for the layman westerner, South Korea\u2019s place in the fashion imagination is occupied by a handful of K-pop idols and trend-driven street style in Seoul. Fortunately for us, Amomento wants to bridge the gaps in our understanding of what Korean fashion could be.<\/span><\/p>\n<p><span>Founded in 2015 by Mee-Kung Lee \u2013 also known as MK Lee \u2013 Amomento started life as Shop Amomento, a multi-brand, physical retail space in Seoul. In 2016, the designer\u2019s younger brother Myeongsoo Lee \u2013 MS Lee \u2013 began working at the company, and soon after an Amomento clothing line was created for the AW16 season, focusing on timeless wardrobe staples and minimalist design. While Shop Amomento carries cult global brands like Edward Cuming, Extreme Cashmere and Gimaguas, MK focuses her efforts on designing for Amomento as a standalone brand with a separate identity from its namesake store, while MS is the CEO of the entire company.<\/span><\/p>\n<p><span>But, back to that question of Korean fashion. Yes, our understanding of the region\u2019s style isn\u2019t as developed as it should be, but why is this the case? MK thinks it may have something to do with the country\u2019s culture. \u201cKorea is a relatively small and socially interconnected society, where people are highly conscious of others\u2019 perspectives. This naturally reinforces a trend-driven culture, and fashion evolves very quickly\u201d, she continues, which results in a fashion landscape where conformity is valued over individuality. And, according to MK, because of this, the overarching moniker that is \u2018Korean fashion\u2019 has little to hold on to. \u201cScandinavian or Japanese brands often share a common aesthetic or philosophy, whereas Korean brands lack a unified design language,\u201d says the designer. \u201cBecause of this, it can be difficult for outsiders to interpret Korean fashion as a cohesive movement.\u201d<\/span><\/p>\n<\/div>\n<figure class=\"inline-img expandable dev-view-hide\" data-img=\"91304d8f-5cd0-4327-b333-b43b00a41d9c\" data-src=\"https:\/\/images-prod.dazeddigital.com\/1760\/azure\/dazed-prod\/1440\/4\/1444144.jpg\" data-img-aspect-ratio-type=\"portrait\" data-img-aspect-ratio=\"0.75\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"portrait\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"Amomento AW26\" class=\"img\" height=\"2347\" src=\"https:\/\/images-prod.dazeddigital.com\/786\/azure\/dazed-prod\/1440\/4\/1444144.jpg\" width=\"1760\"><\/span><\/span><figcaption class=\"img-caption\"><span class=\"caption\">Amomento AW26<\/span><span class=\"credit\">Courtesy of Amomento<\/span><\/figcaption><\/figure>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><span>That\u2019s not to say that outsiders are <\/span><em><span>completely<\/span><\/em><span> unaware of Korean fashion, or the culture that produced it. The Korean Wave, also referred to as hallyu, has been happening since the 1990s, a movement that propelled South Korea\u2019s cultural exports across the world. While the original 90s wave happened directly in Asia, when Korean TV shows were syndicated across the region, hallyu 2.0 is defined by the popularity of K-pop stars in the mid-2010s, and their global dissemination through social media platforms. Fashion\u2019s subsequent role within those stratas of hallyu is complicated: while a number of brands gained global recognition in the second wave, the country\u2019s biggest fashion export is arguably still K-pop stars as ambassadors for European heritage houses. Korean musicians might have successfully infiltrated global fashion, but a Korean heritage house has yet to infiltrate the world.<\/span><\/p>\n<p><span>That\u2019s not to say that Korean fashion has no pioneers. MK singles out Madame Woo, who founded Solid Homme and Wooyoungmi, and Jung Wook-jun of JUUN.J, as important players in bringing Korean fashion to an international stage. \u201cTheir contributions are significant,\u201d she says, \u201cbut there is still much for the next generation to continue and <\/span><span>develop.\u201d In the same vein, MK and MS use Japanese fashion as a yardstick, arguing that there is no Korean equivalent to brands like <\/span><a href=\"https:\/\/www.dazeddigital.com\/comme-des-garcons\"><span>Comme des Gar\u00e7ons<\/span><\/a><span>, <\/span><a href=\"https:\/\/www.dazeddigital.com\/yohji-yamamoto\"><span>Yohji Yamamoto<\/span><\/a><span> and <\/span><a href=\"https:\/\/www.dazeddigital.com\/issey-miyake\"><span>Issey Miyake<\/span><\/a><span> \u2013 at least not yet. \u201cHistorically, Korea experienced colonisation and the Korean War, which delayed its development compared to countries like Japan or China,\u201d says MK. \u201cThat\u2019s why, unlike Japanese brands that entered the European market in the 1950s and 60s, Korea does not yet have long-established heritage fashion houses.\u201d<\/span><\/p>\n<blockquote>\n<p><span>\u201cThis collection was about returning to the essence of clothing and focusing on its fundamentals\u201d \u2013 MK Lee<\/span><\/p>\n<\/blockquote>\n<p><span>Amomento\u2019s most recent runway show at Shanghai Fashion Week was MS and MK\u2019s bid to become Korea\u2019s future heritage house. Taking place in the Huangpu District of the city, the room was transformed into a traditional tailoring shop called a Yangjangjeom, which is specifically a boutique that produces \u201cWestern garments and tailoring details through a distinctly Eastern sensibility\u201d, according to the show notes. \u201cIn an era defined by fast production and consumption, Amomento reflects on spaces and moments that are gradually fading,\u201d they continued. \u201cRevisiting the value of garments once shaped by the hands of artisans, and translating these perspectives into a contemporary language.\u201d<\/span><\/p>\n<p><span>On the runway, wardrobe classics were reinterpreted through a modern lens. Slouchy separates were paired with check shirts, crimson jumpers with ankle length culottes, and ties were replaced with silk scarves messily fastened around a collar. While pops of colour came through in the blood red leather shoes or bright white shirts, the colour palette remained mostly muted throughout, conveying a sense of earthy naturalism. \u201cThis collection was about returning to the essence of clothing and focusing on its fundamentals,\u201d MK told us. \u201cIn today\u2019s fashion scene, where garments are quickly consumed and forgotten, we wanted to show what it means to create clothing that lasts \u2013 pieces that can be worn over time.\u201d And, ultimately, what encapsulates the idea of heritage better than that?<\/span><\/p>\n<\/div>\n<div id=\"newsletter-inline-last\">\n<div class=\"newsletter-small\">\n<div class=\"inner\">\n<h1 class=\"newsletter-title\">Escape the algorithm! Get The Drop<\/h1>\n<div class=\"meta-row\">\n<p class=\"meta\">Get must-see stories direct to your inbox every weekday.<\/p>\n<p class=\"paragraph\"><a href=\"https:\/\/www.dazeddigital.com\/privacy-policy\" class=\"meta-link\" target=\"_blank\" rel=\"noopener\"><br \/>\nPrivacy policy<br \/>\n<\/a><\/p>\n<\/div>\n<div class=\"confirmation\" aria-live=\"polite\">\n<p class=\"confirmation-title\">Thank you. You have been subscribed<\/p>\n<p><a href=\"https:\/\/www.dazeddigital.com\/privacy-policy\" class=\"meta-link\" target=\"_blank\" rel=\"noopener\"><br \/>\nPrivacy policy<br \/>\n<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>[analyse_source url=&#8221;https:\/\/www.dazeddigital.com\/fashion\/article\/70168\/1\/amomento-shanghai-fashion-week-aw26-fw26-the-worlds-first-korean-heritage-house&#8221;]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[analyse_image type=&#8221;featured&#8221; src=&#8221;https:\/\/images-prod.dazeddigital.com\/1200\/300-1238-1363-908\/azure\/dazed-prod\/1440\/4\/1444228.jpg&#8221;] Courtesy of Amomento April\u00a0 29,\u00a0 2026 Fashion \/ Feature Fashion \/ Feature Amomento wants to become the world\u2019s first Korean heritage house Following its recent Shanghai Fashion Week show, the Korean label is considering its next move on the global stage April\u00a0 29,\u00a0 2026 April\u00a0 29,\u00a0 2026 TextElliot Hoste Amomento AW26 Gallery [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[226,76],"class_list":["post-1909265","post","type-post","status-publish","format-standard","hentry","category-politics","tag-crawlmanager","tag-dazeddigital-com"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1909265","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1909265"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1909265\/revisions"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1909265"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1909265"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1909265"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}