WOOYOUNGMI - Spring Summer 2025 Campaign

For over a hundred years, South Koreans have emigrated to America in pursuit of opportunity. From plantation labourers who settled there in the early twentieth century to the students inhabiting its universities from the Mid-Century onwards, the cross-cultural community has birthed the contemporary archetype known as the ABK: the American-born Korean. Through a South Korean lens, they embody the wardrobes of American lifestyles: the laid-back cool of California and Hawaii, the sporty prep of the Ivy League, the casual country energy of the Western heartland.