In the future, fashion will be about storytelling that appeals to emotions.
. In the midst of this, a new type of coronavirus ravaged the world. The fashion industry is no exception and has suffered tremendous damage.
YOON:I have been completely immobilized, and the impact on my practical work is still significant. I don't know when I will be able to go abroad again, and I would have been able to do more fun things if it weren't for the Corona disaster... . However, the situation is changing even at this very moment, so there is no point in being depressed. If everything goes as planned, we have a big collaboration to announce in September, and even though we will not be able to give it shape with the best environment and members as usual, I am thinking only of doing my best within the limited conditions available. I am not going to be able to make it happen in the best environment and with the best team members as I usually do.
How did you spend your time during the declared state of emergency?
YOON:I was kind of busy and worked every day. I didn't want to lose my rhythm, so I always woke up at the same time, did the same amount of work, and went to bed at the same time. . Also, I think I was able to think more flexibly because the way I used to do things was not working. In that sense, I guess it wasn't all negative for me.
YOON: Please tell us about any changes in the way you think about fashion and creativity.
YOON:I'm not thinking too far ahead because I don't know what will happen three months from now. What is certain is that everyone is mentally exhausted. . So I would like to think from the customers' point of view and formulate what they need and how we can help them enjoy the experience.
I have a feeling that the role of fashion will change as well. What do you think will be required of YOON, and by extension, of Ambush ®︎, in the coming post-Corona era?
YOON:To be honest, I think the change has been happening even before the Corona disaster. The trend of wearing it once and uploading it on Instagram and that's it will continue, so the demand for inexpensive fast fashion will not change, and conversely, high brands have a value that only they can offer. I personally believe that the hardest part will be for the brands in the middle. I think it will become even more important to tell a story that appeals to people's emotions and their desire to wear the clothes, rather than just making them look cool or cute.
