Yujin Seo, the designer of the brand “SEOUU”, is from Seoul, South Korea. She majored in womenswear at London College of Fashion and graduated in 2019.

SEOUU presented the S/S20 collection to the graduation show of the London College of Fashion under the theme of 'draping with typography.’ Already presenting the pre-collection of "draping with typography" as one of Britain's representatives in the Porto competition, she went through the pre-collection process and completed her graduation collection with a step-by-step development and elevated her work.

Yujin created her S/S20 collection, inspired by graphic design and typography, by draping real alphabet patterns and using graphic effects.

In particular, the jacket of Look 2 was made with the actual pattern of the letter M and it was completed with the silhouette of the letter. Yujin was inspired by Jean fabric with a graphic mood, so she used jean as the main fabric. She highlighted the silhouette using white jeans and presented her own suit by matching her logo on an inner print.

She is interested in various aspects of the creative arts. She made her own printing pattern by adding references to music and digital fields and tried to show her own identity in her first collection.

SEOUU has a brand philosophy that is creative and unique and is always on trend and wearable. In this collection, she also studied many clothes and didn’t want to be to literal with using the alphabet and instead used it as inspiration. She was selected for the LCF 2019 Press Show, an authoritative event with wide media coverage and will Yujin will present her show on the 18th of July.