Bajowoo of 99%IS- takes it up a notch with his Spring 2018 Lookbook. The Korean punk designer reflects the evolution of his brand, characterized by a subversive beauty that counters all expectations.
Korean punk designer Bajowoo has re-enlivened the spirit of punk and rebel of his street wear brand, 99%IS-, through his latest lookbook fashion shoot for his Spring 2018 collection. A brand well known for defining what street and punk is all about, the interpretation Bajowoo took for 99%IS-‘s latest collection photo shoot was far from the overt statement and definition of punk.
The entire creative concepts and photo shoot took place in the basement of South Korea’s infamous Boon the Shop, a high-end concept store located in one of the fashion districts in Seoul. Collaborating with photographer Jongha Park and stylist Masahiro Nakajima, Bajowoo took his collection to the next level. Rather than the hackneyed rebellious concept every punk and street-inspired brand utilizes all the time, 99%IS- opted for a more poignant approach of portraits that felt very dreamy and pensive.
A stark contrast to an entire shoot of the familiar outdoor setting, probably supported with a mood board of all things punk and street, the pieces of the collection took a different route itself. As Bajowoo shed another light, he reflected an entire new concept to the collection, where different fabrics and techniques were explored, to showcase his prowess in the fashion industry. According to Vogue, the collection was an apparent evolution to his brand, which was a calmer version compared to his previous collections.
The photo shoot was a work of art – where the absence of layering and heavy styling subdued the entire lookbook, making them look like portraits worth hanging in a gallery. Additional adornments of fluorescent tube lighting were wrapped around bodies and face; creating a great artsy addition to the well assembled and thought of looks.