Meet The Designer: Rejina Pyo
I was born and raised in Seoul but moved to London in 2008 for school. I did my MA in fashion design at Central Saint Martins and, shortly after graduating, I received the Han Nefkens award for my final collection, which included a small cash prize that I used to start my brand.
My mother is a large part of my love of clothes. She was a designer herself – both in fashion and interiors – and she is very creative. As a child, I was surrounded by sketches and designs, so it felt very natural to me. I started to design and make my own clothes when I was very young.
Since 2014, the brand has largely grown organically. We now have a full team that’s based at our studio in North London, as well as a smaller office in Seoul. We also recently opened a new store in Soho, London.
We strive to create clothing that is wearable and timeless. Yet we still want our customers to explore the dynamism of being a woman. This is reflected in the silhouettes – they’re elegant and feminine, and co-exist with details that bring a playfulness to the overall form. We try to use the brand to highlight the joy of everyday dressing – we’re well aware of how overstimulating our industry can be.
All of my clothes are a reflection of my mood, personal style and experiences. My love for design and art also translates into interiors, which is why art and furniture are such an important element of the store. They all tell a story together.
Our customers are creative, confident and playful with their personal style. They also come from all over the world and, like us, they’re very conscious of the quality, wearability and sustainability of the clothing they choose to invest in.
After having my second child, I really engaged with the idea of the ‘working woman’. This collection has become my way of trying to create a new definition that honours the balance between work and being a woman, a mother, daughter, wife, or carer.
As a brand we’re known for our use of colour. It’s all about creating off-beat, elegant clothes that are fun to wear. I love the idea that someone might want to buy one of our dresses – like the Erin or Stevie – for their wedding but would also be able to wear it again on holiday.
The brand constantly evolves, but it isn’t trend-led. Each collection informs the one after and is influenced by the one before – an approach that we believe creates longevity and a clear identity. Staying current isn’t about trends. The women in my life are my daily inspirations and that’s what I want to reflect in my work. Designing for the modern woman is about maintaining a special connection between the wearer and their clothes. Women deserve to feel confident, comfortable and powerful when they’re getting dressed.
My personal style is a mix of feminine dresses and masculine suiting. That’s probably reflected in the brand’s designs – I don’t design pieces I wouldn’t wear myself. I wear something from Rejina Pyo every day, usually mixed with vintage pieces I love. I also wear my Larissa sandals every summer and our Banana bags, classic trenches, and statement dresses are some of my favourite pieces.
I’ve never felt beholden to showing our collections on a schedule. So this season we’ll focus on connecting with our customers in a more direct way. We’re planning events and shows in different locations over the coming year, like our Copenhagen dinner party last summer – which was a wonderful way to spend time with and talk directly to our community.
The new store is inspired by my interests in different art forms. You’ll find unconventional textures and sculptural elements throughout – all of which are reminiscent of nature, and work well with the bolder colours in the collection.
Every inch of the retail space is a love letter to the abstract and elemental – the furniture is from my own collection, as is one of the paintings (my secret passion). I wanted the store to be the central meeting place for our community; collaborating with designers Elliot Barnes and Barnaby Lewis, as well as artists Catherine Repko and Conie Vallese, made it a reality.
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