The Bite Magazine - Spring 2019 - Issue 24

bite catwalk A household name at Seoul Fashion Week pushBUTTON showcased at London FashionWeek for the first time in their career. Created in 2010 by designer Seung Gun Park the brand gained immediate attraction and a loyal following, elevating it to one of the most pop- ular brands in South Korea.The trendy label, which caters to both men and women, has a strong individual style that has been mastered throughout the years rooting it as a unique brand that is desired by many with its crazy, fun and quirky design. The theme of pushBUTTON’s debut London show was born out of the designer’s excite- ment to showcase overseas. However it was this excitement that led to a feeling of over- whelming stress and despair. Park described feeling like he was trapped in a box while trying to design the collection. Succumbing to the pressure Park said he found salvation through a scribble he found.The ‘expres- sion of his subconscious’ note was what he describe the scribbles of repetitive squares. Honing in on the ‘trapped’ feeling, the design- er developed this into the boxy exaggerated shoulder silhouettes that championed the col- lection. Full of charm and a personal struggle, this collection showcased what it means to channel thought and concept into clothing. Feminine details such as frills, ruffles and flares complimented the more masculine shapes translated through oversized suit jackets. Slouchy ‘80s styled dresses with lace trims and pastel floral prints stood out against graphic printed tees of that era’s icons. Hair was curled and presented in a ‘80s fashion while muted tones were broken up with pops of lavender, coral, teal, and mustard yellow. A vibrant and fresh collection, that nodded to the designer’s love of ‘80s fashion and memo- rabilia, full of identity and character expressed in the series of one leg trousers.The brand’s identity is so full of charm that I’m already anticipating what the next collection will look like. Regardless of the theme, it is sure of be full of passion. http://pushbutton.co.kr PUSH BUTTON PUSH BUTTON