Written By Miah Latvala for TFB Magazine
New York, F/W 2025—Son Jung Wan’s latest collection, Go with the Flow, is a profoundly introspective exploration of the past, present, and future through avant-garde design and innovative fabrications. Known for her ability to merge tradition with modernity, the designer reinterprets the nostalgia of growing up in Korea through a contemporary lens,
highlighting the cyclical nature of fashion and identity.
The Origins of Son Jung Wan
With a brand that has become a pillar of Korean fashion and a global force, Son Jung Wan reflects on what first led her to create her eponymous label. “I always loved clothes and the styling, so it originally started from there,” she shares. Over the years, her creative direction has shifted while staying true to her design ethos. “In the beginning, I started with avant-garde looks. Nowadays, I make a wide variety of luxury items.”
A Story Told in Color
The collection’s palette embodies a delicate interplay between light and dark, warmth and coolness. Celestial Yellow radiates through key pieces, evoking sunlight filtering through clouds, while Midnight Blue brings depth and mystery, reflecting the vastness of the night sky. Pastel Parchment introduces softness and nostalgia, and Black Ink provides a bold contrast—reminiscent of traditional calligraphy strokes, anchoring the ethereal hues.
A Symphony of Texture and Layering
Larger-than-life silhouettes make their mark, walking the tightrope between maximalism and modernity. Strategic cutouts elevate the collection, showcasing an evolved design language prioritizing movement, structure, and fluidity. The contrast is striking: bottoms flow effortlessly in silk and metallic draping, and top garments lean into an artful bulkiness with structured cashmere, wool, and layered knitwear. Shiny satins, metallic finishes, and fur accents add depth to the tactile landscape, ensuring a sensory-rich experience. The interplay of textures further reinforces Son Jung Wan’s overarching theme of evolution—fashion as a fluid, ever-adaptive narrative.
Creative Process & Inspiration
At the heart of Go with the Flow is a deep exploration of time and identity. Son Jung Wan explains, “This collection, I explored past memories and identities of the present. I [combined] traditional elements and contemporary aesthetics to create an avant-garde [collection] with sensible, innovative, and experimental designs.” The result is a seamless dialogue between nostalgia and modernity, where luxurious fabrics and sculptural silhouettes redefine elegance.
Pictures by: TFB Atlanta | Hanna Middleton (@hannamiddphotos) & Sky Meeks (@skymeeks)
Runway Highlights
The Runway reveals an expertly curated balance of structure and fluidity. Among standout looks:
A berry pink cashmere hooded peacoat (Look 1) sets the stage for the collection’s sculptural outerwear.
A celestial yellow oversized coat with cut sleeves and a matching mini skirt (Look 8) exemplifies the brand’s experimental play on layering.
Menswear makes an impact with a midnight blue cashmere wool long coat, featuring a wrap collar paired with contrasting burgundy velvet trousers (Look 26).
Evening wear leans into decadence with a burgundy structured gown in full-draped satin (Look 28), demonstrating the brand’s ability to balance opulence with movement.
Advice for Emerging Designers
For young designers looking to make their mark on the industry, Son Jung Wan keeps her advice simple yet profound: “Enjoy your life.” As a designer who has built a global brand on passion and perseverance, her words are a reminder that creativity flourishes when fueled by joy.
A Reflection of Time and Identity
With Go with the Flow, Son Jung Wan presents a vision of fashion as an ever-evolving entity, challenging boundaries while honoring history. Each garment pays homage to the past while embracing innovation, reflecting how personal and collective histories shape contemporary aesthetics. From structured opulence to fluid minimalism, this collection affirms that fashion is not a static art form but a continuous reinvention of self-expression.
Pictures by: TFB Atlanta | Hanna Middleton (@hannamiddphotos) & Sky Meeks (@skymeeks)
Explore more of Son Jung Wan beyond our article! Visit their website and socials to dive into the "Go with the Flow" collection and experience the artistry of this globally influential brand.
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TFB Team Credits:
Miah Latvala: Journalist / Content Creator
Victoria Ruiz: Journalist / Content Creator
Hanna Middleton: BOH, FOH, Press Pit Photographer
Sky Meeks: BOH, FOH, Press Pit Photographer
Rachel Tomsche: BOH, FOH, Press Pit Photographer
Taylor Bennett: Article Editor
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