From K-pop trainee to runway king: Rising Korean designer makes splash at Milan Fashion Week
In a small shop nestled within Seoul’s vibrant Gangnam District, Okiio Lounge CEO Yun Jun-hyuk is weaving more than just a fashion brand. He is cultivating a lifestyle inspired by music, art, and his exclusive collections, drawing attention from prominent fashion circles in New York to Milan.
In merely two years, 32-year-old Yun has propelled his lifestyle label into the limelight of the international fashion arena. After making a notable impression as a designer at New York Fashion Week in September 2023, he mesmerized audiences in Milan with a runway show themed around a “family brunch.” His work earned him three accolades at the Milan-Seoul cultural exchange event, including a prestigious scholarship to Italy’s Istituto Marangoni and an invitation to participate in Milan Fashion Week the following year.
“Our strategy to do things differently worked,” Yun remarked with satisfaction during an interview at Okiio Lounge’s showroom in southern Seoul. “While other brands distributed brochures about their fashion shows, we handed out a music playlist akin to a restaurant menu, highlighting the songs played during our runway presentation.”
Yun’s journey to the world of fashion took an unconventional path. Initially working in public relations at YG Entertainment, he was offered a chance to become a K-pop trainee due to his background, having attended Berklee College of Music in Boston.
“I considered auditioning and pursuing a career as an idol,” Yun reflects. “But witnessing the incredible talent around me, I didn’t feel confident. I decided to leave Berklee, fulfill my military service, and use that period to discover what I truly enjoyed and excelled at.”
Having spent his formative years traveling through the United States, New Zealand, and Hong Kong, Yun capitalized on his familiarity with diverse cultures. He studied communications at Fordham University in New York, returning to Korea during the Covid-19 pandemic, where he worked at an IT consulting firm and connected with several startup founders.
“People often think you need to be extraordinary to start a business,” he says. “But I learned that anyone with passion and a readiness to work hard can embark on a venture. Since I have always loved music and fashion, I chose to create my own brand.”
Yun laid the foundation for Okiio Lounge in 2022, utilizing every connection he had. A former military associate took on the role of executive director, while an investor from his consulting days provided the seed funding.
Instead of enrolling in formal design courses, Yun honed his skills by learning pattern-making and garment construction firsthand from the owner of a small Italian tailoring factory in Eunpyeong District, northern Seoul.
His greatest inspiration, however, comes from home. “My mother adored pop music and fashion, and I inherited her artistic sensibilities,” he says. “I vividly remember accompanying her to Dongdaemun Peace Market at the crack of dawn during my elementary school days. That experience sparked my love for collecting beautiful things, which now forms the essence of Okiio Lounge.”
The brand’s offline shop transcends the typical retail space, serving as a tangible showcase of Yun’s lifelong collection of perfumes, paintings, music, and cherished memories of spaces he has admired. “My close friends often joke, ‘Isn’t this just your bedroom transplanted here?'” Yun shares with a chuckle.
Fans are also invited to explore Yun’s musical tastes on his brand’s YouTube channel, also named Okiio Lounge, which boasts 50,000 subscribers. The channel features a variety of playlists curated by Yun, all centered around themes of relaxation.
Okiio Lounge recently hosted a pop-up store and an after-party following the Milan show, attended by numerous fans who had discovered the brand online.
“From the outset, I aimed to create a cultural and artistic community where people could unwind,” Yun explains regarding his decision to merge music and fashion branding. “That’s why ‘lounge’ is included in the brand’s name and why our clothing focuses on loungewear—comfortable attire for moments of rest. Through Okiio Lounge, I hope people will connect over shared tastes and expand those interests into other areas.”
Okiio Lounge’s global ambitions are only just beginning. The brand is set to participate in Pitti Uomo, the world’s largest menswear trade fair, taking place in Florence this June. Additionally, discussions are underway for retail partnerships with Chinese department stores.
“In the past, I would quickly change course if I didn’t see immediate results,” Yun admits. “However, this time, I’m committed to climbing each step steadily, ensuring a solid foundation as we move forward.”
Yun beams as he shares how this venture has brought him closer to his father, allowing them to bond over shared concerns about sales and the future of the brand.
