SON JUNG WAN returned to New York Fashion Week to debut the brand’s F/W 2025 collection “Go with the Flow” at the IAC Building in New York City.
“Go with the Flow” explores past memories and identities through the lens of the present. Son Jung Wan reinterpreted an avant-garde sensibility blended with traditional elements and contemporary aesthetics. This collection goes beyond mere replication of the past, instead rediscovering forgotten beauty and reflecting shifts in identity. Embedded in the brand’s legacy, this collection presents experimental and innovative designs, embodying the cyclical evolution of Son Jung Wan through time.
Colors
The color story Son Jung Wan presented began with Luminous Celestial Yellow. A soft yellow reminiscent of sunlight filtering through the clouds, evoking feelings of warmth and hope. A deep intense Midnight Blue, that mirrors the vastness of the night sky, mysterious but sophisticated and tranquil. A delicate muted Pastel Parchment for soft and powdery undertone, represents a sense of calm nostalgia, and timeless elegance. Lastly, Black Ink for a rich, dense black that embodies depth on a starless night and is reminiscent of traditional calligraphy ink strokes.
Son Jung Wan
Photos: Rodin Banica
Fabrics
Son Jung Wan reveals Wool, Cashmere, and Angora to combine softness and experimental allure through deconstructed silhouettes and layered details. Luxurious and mysterious Metallic Satin and Silk to show light reflections and asymmetrical patterns. Created bold impressions with Patent Leather and Velvet by their intense textures, cuts, and layering techniques.
About SON JUNG WAN
With 54 stores in Asia and 110 points of sale globally, the Son Jung Wan brand remains the top-selling female-owned designer collection from Seoul and includes her SON JUNG WAN Women’s, SJ Wani Juniors, WANINI Men’s and the SJW GOLF athleisure collections.
SHOW CREDITS:
Production: Freesmeier Projects
Stylist: Deborah Watson at Walter Schupfer Management
Director: Lynne O’Neill at Hula Inc.
Casting Director: Chad Thompson at communa-k inc.
Public Relations: Krupp Group
Backstage Photography: Kevin Tachman
Runway Photography: Rodin Banica
Music Director: Laurent Vacher at Labtonic
Makeup: Marc Reagan for Bobbi Brown Cosmetics
Hair: Matthew Curtis for Goldwell
Nails: Nails by Pattie Yankee and Team PYP
Dressers: Barbara Berman Backstage
Scenic: ReadySet
Lighting: Dave Overcamp at OPL Productions
Video Direction: Tom Ford Films
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