OPEN YY Finds Beauty in the Mundane for Winter 2024
info@hypebae.com (Hypebae) Thu, 07 Nov 2024 Hypebae
Korean label OPEN YY just dropped its Winter 2024 collection, inspired by the mundane reality of our daily commute. Trying to find the beauty in such moments, the new campaign blends the comfort of home wear with office attire.
Featuring a blend of oversized and cozy outerwear like suede and faux fur jackets and woolen coats, the collection also debuts updated knitwear silhouettes, tartan prints and puff jackets -- aiming to provide comfortable pieces that still retain a hint of individuality.
Drawing on the "frazzled English woman" aesthetic that's trending on TikTok, the campaign evokes warmth, personality and nostalgia, while still embracing a contemporary approach. Described as "eye-catching but not too overstyled," OPEN YY's newest release offers a masterclass in achieving the understated winter look.
Founded in Seoul in 2020, the rising womenswear label was created by sisters Jiyoung and Boyoung Kim and has since amassed a cult following of celebrity fans like Hailey Bieber, BLACKPINK's Lisa, Kendall Jenner and Peggy Gou.
Check out the brand's latest collection above and head to the website to purchase the new styles.
In other news, here are our favorite Insta-approved, It-girl labels to shop this season.
Click here to view full gallery at Hypebae
