A bright yellow neon sign spelling out “SEOUL’S 10” sits alongside colourful, boisterous graffiti covering the walls of Selfridges’ atrium space in the designer’s gallery. As part of Selfridge’s Music Matters initiative, the department store are today launching "Seoul's 10 Soul", their selection of the most exciting South Korean designers each presented with a capsule collection inspired by iconic musical moments. References to Ziggy Stardust, the sex pistols and Mick Jagger are scattered throughout, and neon artist Yoon Yeo Jun and graffiti art collective madvictor were called on to make the space look just as good as the clothes. 

We’ve chosen our three favourite designers from the collaboration that you should watch out for:


KyuYong Shin and JongTaek Lee founded Blindness in 2012 and scored a nomination for the prestigious LVMH Prize for Young Fashion Designers this year. Their Seoul-based label focuses on marrying contemporary art and youth culture with minimalist flair and attention to detail that they have become known for. We predict this duo are set to sky rocket.



Resurrection is one of South Korean fashion’s greatest success stories. Founded by designer and Parsons grad Lee JuYoung in 2004, the brand mixes elements of neopunk and orientalism and has prompted comparisons to Rick Owens for its dark, cool aesthetic. FYI Marilyn Manson is as big a fan as we are. 


D-Antidote’s creative director Hwansung Park graduated in Fashion Design from Central Saint Martins and honed his talents as a menswear design assistant for the likes of Alexander McQueen, Burberry and Tom Ford, before returning to South Korea to start his own label. The result, D-Antidote, is a gender-fluid brand that draws on two major influences in Park’s life: Seoul and London. Combining the urban mood of the two cities, Park gives us cool, youthful streetwear that we love.