JiyongKim Brings His Sun-Bleached Vision to Pitti Uomo 110
by Anna Barr
Among the most anticipated names on the calendar at Pitti Uomo 110 was South Korean designer Jiyong Kim, who arrived in Florence as one of this season’s Special Guests. Recognized internationally for his innovative approach to menswear and his nomination as a standout talent at the 2024 LVMH Prize, Kim used the platform to present an immersive project conceived exclusively for Pitti Uomo and staged within the historic Fortezza da Basso. Rather than opting for a conventional runway show, the designer transformed the space into an experiential installation that reflected the core philosophy of his eponymous label.
Founded in Seoul, JiyongKim has built a reputation for its signature “Sun-Bleach” technique, a process that exposes garments to the elements over several months, allowing sunlight and weather conditions to naturally alter fabrics and create one-of-a-kind pieces. The method has become a defining characteristic of the brand, reflecting Kim’s fascination with time, transformation and sustainability. Through the installation-led format, Kim offered visitors a deeper insight into a design practice that challenges traditional notions of luxury menswear while celebrating imperfection, evolution and the beauty of natural processes.
Beyond his immersive presentation, we were also given a glimpse of JiyongKim’s forthcoming collaboration with PUMA. The CELL GEO 1 sneaker debuted in Florence with a surface treatment inspired by paper altered through age, moisture and everyday wear, echoing the designer’s long-standing interest in how materials evolve over time. Set to launch later this year, the project extends Kim’s distinctive approach to experimentation into the realm of footwear.
Check it out below:
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