| London cult fashion boutique MACHINE-A has been the main storyline of a new series, a must watch for fashionistas.
In SHOWstudio’s new series ‘Inside MACHINE-A’, the London boutiques’s founder and director Stavros Karelis interviews Hyein Seo and her partner Jino Lee, to discuss their famed A/W 17 collection ‘Final Boss’.
The video begins with celebrated British fashion stylist Anna Trevelyan discussing the brand, before Stavros himself guides the Korean design duo through the MACHINE-A store on Brewer Street, London, to talk about their humble beginnings, their studies in Antwerp under the tutorage of Belgian fashion legend Walter Van Beirendonck, their wild global fan base and the intricacies of their new collection.
A graduate of Antwerp’s Royal Academy of Fine Arts, Hyein Seo explores contemporary urban womenswear, expressing a stretched transition from teen to adulthood, infused with comic text and slogans drawing on the irreverent counterculture. Her clothes, which include modern twists on the boiler suit that have erupted across Instagram, made a splash back in 2014 when Rihanna wore the infamous ‘FEAR’ fur stole, and Seo’s designs erupted across youth fashion culture, being covered in the likes of 032c, 1 Granary magazines.
Video by SHOWstudio