Go with the flow : Son Jung Wan
On Saturday, February 8, acclaimed South Korean designer Son Jung Wan returned triumphantly to New York Fashion Week, presenting her F/W 2025 collection, Go with the Flow, at the iconic IAC Building in New York City. The collection delved into the interplay of memories and present identities, offering a fresh perspective on tradition, innovation, and the cyclical nature of time.
A Journey Through Time and Identity
Go with the Flow is a poetic exploration of how the past shapes the present. Son Jung Wan masterfully blended avant-garde sensibilities with traditional elements, creating a collection that transcends mere nostalgia. Instead of replicating the past, the designs rediscovered forgotten beauty and reflected the evolving nature of identity. The collection showcased experimental silhouettes and innovative techniques, embodying the brand’s legacy while pushing boundaries.
A Color Palette of Emotion and Depth
The collection’s color story was a visual journey through time and emotion:
Luminous Celestial Yellow: A soft, sunlit hue that evoked warmth and hope, reminiscent of sunlight filtering through clouds.
Midnight Blue: A deep, intense shade mirroring the vastness of the night sky, exuding mystery and sophistication.
Pastel Parchment: A delicate, muted tone with powdery undertones, representing calm nostalgia and timeless elegance.
Black Ink: A rich, dense black that embodied depth and intensity, inspired by traditional calligraphy strokes.
Luxurious Fabrics and Bold Textures
Son Jung Wan’s choice of fabrics added layers of texture and meaning to the collection:
Wool, Cashmere, and Angora: These materials brought softness and experimental allure, showcased through deconstructed silhouettes and intricate layering.
Metallic Satin and Silk: Luxurious and mysterious, these fabrics played with light reflections and asymmetrical patterns, creating a sense of movement and fluidity.
Patent Leather and Velvet: Bold and intense, these textures were highlighted through precise cuts and innovative layering techniques, making a striking impression.
About Son Jung Wan
With 54 stores across Asia and 110 points of sale globally, Son Jung Wan has solidified her position as the top-selling female-owned designer collection from Seoul. The brand encompasses several lines, including SON JUNG WAN Women’s, SJ Wani Juniors, WANINI Men’s, and the SJW GOLF athleisure collection. Known for her ability to blend traditional Korean aesthetics with contemporary design, Son Jung Wan continues to captivate audiences worldwide.
Show Credits
The production of the show was a collaborative effort, bringing together some of the industry’s most talented creatives:
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
A Celebration of Innovation and Tradition
Son Jung Wan’s Go with the Flow collection was a testament to her ability to weave together the past and present, creating designs that are both timeless and forward-thinking. The show celebrated identity, memory, and the beauty of evolution, leaving the audience in awe of her visionary approach to fashion.
Photos Credits : Rodin Banica