exclusive: j. js lee presents a new feminity in the autumn/winter 16 campaign film
The Korean designer presents an evolution of her masculine tailoring in an abandoned Greenwich warehouse.
Korean womenswear designer J. JS Lee is known for bold, well-made designs with a nod to classic menswear tailoring. Inspired by her mother hand-stitching garments when she was young, Lee developed her own distinctive aesthetic at Central Saint Martins and made her name in the London fashion scene.
For autumn/winter 16, Lee has taken a new approach, moving away from her trademark masculine styles and adopting a modern sense of femininity. "The J. JS LEE woman has evolved," she says. "From a sharp, bold masculine aesthetic the J. JS LEE woman has matured to show a softer, more feminine side, still complicated and ever independent, she exudes a confidence built on her successes and is quietly assured, knowing her worth through her own achievements, her experience gives her a strong sense of self."
It is this new mood that's exquisitely captured in the coinciding campaign and film, below. Shot by Rala Choi in an abandoned warehouse in Greenwich, the J.JS Lee woman stands boldly alone in a selection of mustard coats, wide leg trouser suits, and full monochrome looks. Bold, modern and feminine, Lee's woman is thriving in 2016.