Low Classic: A Natural Fit

Low Classic co-founders Jinsun Park and Myoungsin Lee champion creative director Saeyeon Kim’s fresh perspective at the K-fashion favourite.

The name Low Classic might sound like an oxymoron. But with a little musing, it makes perfect sense. For Seoul-based co-founders Jinsun Park and Myoungsin Lee, the brand has always been about making considered fashion more democratic. “We’ve always believed classic is something that evolves with time. It can be warm or cool, feminine or masculine, minimal or emotional. That balance is our guiding philosophy,” Myoungsin shares.

Founded in 2009, Low Classic is a K-fashion insider staple. The label exists effortlessly in the world of pared-back silhouettes –standing out, even with the industry’s current fondness for minimalism.

Jinsun and Myoungsin have recently passed the design reins to Saeyeon Kim, who became the brand’s creative director in late 2024. Under Saeyeon’s hand, Low Classic’s take on clean shapes and neutral tones is driven by emotion and a more personal, intimate approach. “We’re still grounded in minimalism, but I’ve been shifting the tone from clean and new to lived-in and tactile,” Saeyeon explains. Even the styling of the brand has evolved as part of her vision – “it’s more intentional now, not just about individual garments, but the character they can create.”

Beginning her career on Low Classic’s design team before leaving to broaden her experience, Saeyeon’s return to the brand is a genuine homecoming. “Since my return, I’m reintroducing depth and a sense of time into the brand,” she says. “It felt like coming back to a familiar place with new eyes. I was part of Low Classic in its early days, so I understood the brand’s core deeply. When I came back, I had more experience and confidence to reshape it while respecting its roots.”

Her design approach has evolved, too. “I used to think design always needed to have a clear story. Now I’m more drawn to instinct and emotion – a collection can be built on something intangible yet still feel cohesive,” Saeyeon notes. “My process often begins with emotional or visual cues: a texture from an old piece of furniture, a certain light in the room, even a memory. I prefer to build collections around feelings and atmospheres rather than rigid themes.”

Saeyeon is fastidious about subtle, iterative improvements: “Innovation doesn’t have to be loud. Sometimes it’s a seam you don’t see or a fabric that behaves unexpectedly. I try to innovate through construction, silhouette and texture in a way that feels subtle but fresh.” She is drawn to natural fibres, “especially those with texture or irregularities – raw silk, crumpled cotton, vintage leather. These are materials that feel like they’ve lived a life.”

The woman who wears Low Classic is much like Saeyeon herself – locally urban in mindset, but global in approach. At the moment, Saeyeon might unwind in the evening with a glass of whisky or wine while listening to South Korean artist Code Kunst or Texan musical trio Khruangbin.

Her inspiration comes from found objects, vintage furniture and imperfect surfaces. “I like things that carry a trace of time. I’m constantly inspired by conversations, exhibitions and even the architecture of Seoul,” Saeyeon says of her home base, where modern sculptural buildings can sit side-by-side with monuments of yesteryear.

Low Classic’s founding designers Myeongsin and Jinsun are now the CEO and general director respectively. “We trust Saeyeon deeply,” Jinsun shares. “She has a unique way of interpreting our core aesthetic –balancing her own quiet elegance with the foundation we’ve built.” Myeongsin agrees: “We’re aligned in spirit. I think her return brought new clarity to the brand. She’s very intuitive, and our roles naturally complement each other.” The three women share not only aesthetic but also cultural interests. “We’re constantly exchanging ideas, not just on design but on how we communicate visually,” Saeyeon adds.

For Incu’s womenswear buyer Fabienne McCreary, Low Classic stands on its own for how deftly it interprets trends whilst transcending beyond the moment. “The brand blends understated elegance with a contemporary edge, creating a modern wardrobe of timeless yet trend-forward pieces,” she says, noting that layering tops and pants are consistent favourites each season.

That’s the precise purpose of fashion for Saeyeon – to be constantly in dialogue with the now. “I believe fashion helps us feel grounded in the present moment. It gives shape to identity – not just through aesthetic choices but also through comfort, routine and subtle statements.” Wearability is essential and true to Low Classic’s essence. “A well-designed piece should fit naturally into someone’s daily rhythm – it shouldn’t overpower them, but support them.” And how does Saeyeon want someone to feel when they’re wearing Low Classic? “Calm but quietly empowered. Like they can be fully themselves without shouting. Clothing should feel like an extension of their natural presence.”

Featuring LOW CLASSIC STUDIO & FLAGSHIP STORE IN SEOUL | @lowclassic_seoul

Written by ZARA WONG | @zara_wong

Photographed by PHILLIP HUYNH | @afloralfrenzy