J Apostrophe is a minimalist fashion brand headed by two sister designers, Jiyeon and Jiseon Lee. Luxe fabrics, feminine twists, and avant-garde cuts are keywords that best describe their style. They produce gorgeous, appealing and trendsetting designs with a high fashion look and feel. Signature items are apparels and bags.
The older sister Jiyeon studied fashion in Marangoni Institute of Fashion in Milano after graduating Ewha Woman’s University, the most accoladed woman’s colleges in South Korea. During her Marangoni years, she majored in accessories design. After graduating from Marangoni, she worked for Brera, followed by moving to Lanvin Collection as a bag designer.
The younger sister Jiseon was the winner of 2007 Miss Korea Beauty Pageant. She graduated from Parsons School of Design with honours. The knitwear she designed, for her final year project in Parsons, was selected to showcase on the main show window of Saks Fifth Avenue New York. After graduating from Parsons, she teamed up with her sister whose passion lies in bags and launched J Apostrophe in 2011. Jiseon oversees apparel line focused on knitwear, whereas her sister, Jiyeon designs primarily handbags specializes in clutch bags using the highest quality leather with luxurious details. She also designs accessories for the brand. ‘J’ in their brand name, J Apostrophe, was picked up from the initial of two sisters.
Their 2013 Fall/Winter Collection received a great deal of attention albeit being the first show in their career. Knit clothing line embellished with fine stitching, dresses made with unique fabrics along with blouses with romantic and feminine edge are the biggest contributors to success of the brand. Reflecting simplicity with controlled silhouette and color, their designs are of urban modernism instilled with warmth and luxury. J sisters expanded the business into introducing a sister brand, J by J, which offers more affordable price tags.
The life force of J Apostrophe is concealed in the feminine twist, progressive, yet as if sweetness is at the helm. By far the brand has been en route success and became a recognised brand name among female fashionistas. Recently the sisters won the highest honour at the 2015 KOLSA, Korea Lifestyle Award, for the best fashion brand.
The beauty, passion, urban, trendy, simplicity, elegant, comfortable and luxurious are keywords that reflect the lifestyle in which modern women inclined to live.
J Apostrophe offers pretty much everything that a woman stays in that lifestyle. If you want to incorporate you into feminine avant-garde style, J Apostrophe is a good place to begin with.
* Pop-up Period
November 2016 ~ April 2017: Times Square, Causeway Bay, Hong Kong
July ~ December 2017: KSL pop-up boutique, 67 Hollywood road, Central, Hong Kong
1 & 2 – Fall/Winter 2016 Collection
3 & 4 – Spring/Summer 2017 Collection
Jiyeon: I think I would be a career woman with passion in her work
Jiyeon: I had to do something with my hand. I need to be preoccupied. I was seeking for a job that keeps on creating and inspiring. Fashion design was all about creating such energy.
Jiyeon: I am drawn to the moment that I finally hold the sample in my hand after having worked and struggled with designs for months. That is such a fulfilling moment.
Jiyeon: Fashion is a method of self-expression. It does not only belong to those who are in the fashion industry.
Jiyeon: Variety of customers from career women in their 20s and 30s to housewives. They are stylish, chic and romantic.
Jiyeon: Knitwears in the winter; Chiffon blouses and Linen shirts in the summer.
Jiyeon: I concentrate on finding luxe fabrics to meet the reasonable price point. I like natural fabrics, such as linen. As to the handbag, I would normally pick imported calf or lamb skin leather from Italy.
Jiyeon: I try to experience excursions and exhibitions as much as I can. Conversation with my sister inspires me. Cinema is great for inspiration too.
Jiyeon: Try maintain the signature of the brand.
Jiyeon: Practical but unique.
Jiyeon: A designer who is bold and creative.
Jiyeon: To put everything in J Apostrophe. I would like to make J Apostrophe a great and successful brand.
Jiyeon: Beginning and end are equally important. Patience is what continues to drive business.