2008 was the year that industry experts began to take notice of Yoon Ambush – Founder and Creative Director of AMBUSH – and referred to her as the designer to follow. These predictions turned out to be accurate, as over time she proved that she not only came to the business to offer a contemporary and fresh point of view, but also to dominate and redefine it, both on her own and alongside other creative minds, such as Virgil Abloh, Martine Rose, and Matthew M. Williams.
All of them played an important role in the development of the streetwear style, with which Yoon feels more than comfortable, and she continues to keep in mind when developing her collections, although in a more complex and polished way. Because, yes guys, believe it or not, streetwear is still in.
Until recently, Miss Ambush was often spotted attending work-related events, but now she prefers to spend her time doing something that makes her happy: travelling and road trips. Hence, the Spring/Summer 2026 line called “Tribe on the Move”, the main reason why we met her in Paris during Men’s Fashion Week.
Read on to find out what she told us during our chat below:
Hey Yoon, welcome back to Paris! How are you doing, and how is fashion week going?
Many thanks. I’m happy to be back!
I’m doing well. This fashion week is being quite smoothly for me and I am enjoying my time in this beautiful city. I’m here for various work commitments and, above all, for the press presentation of our Spring/Summer 2026 collection.
We’ll talk about that presentation in detail next, which coincides with PMFW, but before, how is a fashion week day like in your life?
Honestly, this season my days have been quite relaxed, as I’m not attending many shows. I only go to the ones that I am friends with the designers, like Louis Vuitton, as I have a close relationship with Pharrell. I like to support my friends whenever I can. And beyond the shows, the only things I have are a few meetings and a couple of dinners.
Great, support is always very appreciated. In your agenda, as in ours, this date was marked for a while, as we are here for the release of your latest work. It’s finally out! What can you tell us about it?
Yes, finally!
About the Spring/Summer 2026 collection, I can tell you that it marks the beginning of a new chapter for AMBUSH, which starts after having closed another one covering the last ten years of the brand, presented the Fall/Winter 2025 collection, and launched a book. With its arrival, we embark on a new exciting journey that has a lot to do with the real people of Tokyo and its multiculturalism.
To bring it to life, I have explored new inspirations, rhythms, and cultures, ranging from 60s and 70s funk to African sonorities and the pulse of the new Tokyo generation.
Road trips have also played an important role in your inspiration for this line. We guess you’ve done some…
Of course. I love travelling and road trips, especially because of the different energies that the journey itself and the people you meet along the route offer you. I always try to collect and use them when designing.
Which are the last destinations you’ve been to?
The last destinations I’ve been to are Nigeria and a small private island in Indonesia, where there was nothing. It felt great there and I was able to disconnect a lot, as I love nature and outdoor activities.
“Tribe on the Move” is the name you have given to the proposal. How do you imagine the AMBUSH tribe and its members to be like?
I imagine the AMBUSH tribe as a new kind of collective, made up of people from different backgrounds and anything but ordinary, free-spirited, and very creative, who pursue their dreams until they achieve them. I love people like that and those are the ones who inspire me, because they tend to have a unique way of looking at the world and life.
And, of course, dressed in the brand’s looks, right?
100%
Regarding the AMBUSH SS26 season, do you have a personal highlight?
Yes. I love all the garments I designed with leopard or zebra print. The textures they have are great and I feel they are going to be a hit.
They will for sure. Finishing them is the footwear that, unlike on previous occasions, comes in the style of loafers and not sneakers – how is that possible? With the great designs you’ve given us…
I’m glad that you all liked my designs! (Laughs).
This season I wanted to do loafers. It was a pending task that until now I hadn’t been able to carry out because I couldn’t find the right manufacturer, so when I did it, I thought: it’s the moment.
Regarding sneakers, I haven’t launched any new ones because I’m researching and trying to find out what people want next so I can design a new silhouette. But I’m sure there will be things coming soon, so stay tuned.
Now that the topic of sneakers is on the table, which are your favourites of the ones you have designed?
It’s impossible to choose just one because they are all different. Of the ones I designed, I think I like the “Dunk High” the most. Those have a special meaning for me because I was the first person at Nike to make that model in a different way. And others that I also like a lot are the “Uptempo”. It’s a very popular silhouette, but we managed to give it a very fresh and current touch.
Both models are great, as is the jewellery you do. You know a lot about this field. What pieces do you bring in this work?
I love jewellery and for the Spring/Summer 2026 season I’m bringing many pieces, all produced in Japan, hand-polished but with imperfect touches, and with stones that resemble precious stones, such as diamonds, emeralds, rubies, or sapphires. I use these stones to make our jewellery more accessible to the public. I think they are perfect and give them the opulent and vintage touch that they need.
How important are these accessories to you when creating a look?
Very important! They help me build the character I want to be in that moment. With jewellery, you have to do the same as with fashion: don’t be afraid of it and mix it up. Wear gold and silver, if you want, and make it your own.
People often say that fashion is a way of self-expression. Is the jewellery too?
Absolutely!
Let’s change the register and talk about your company: AMBUSH. It was founded in 2012, a completely different time from now. What do you think is the current state of the industry?
From my point of view and the experience I have in it, I think the fashion industry is in a completely different time for everyone, regardless of what kind of business is run and from where it is conducted. I feel that there is an abundance of products, which overwhelms customers and leads them to not choose any. I think that’s why people are not buying, and well, also because in recent years there are so many similar products.
Is it more difficult to run a fashion company nowadays than when you started?
I would say yes because nowadays there are many more competitors. But it’s not just about that aspect; it’s also about the objectives, which of course change as the company grows. Being an entrepreneur means having to face different challenges every day and being prepared to face a crisis, because that can happen at any time. There will always be challenges or unexpected issues – the key is knowing how to navigate them effectively.
13 years is how long your brand has been working. During those, you have surely experienced an evolution as a designer. How do you see your current designs compared to the beginning?
Both then and now, the AMBUSH DNA has been present: streetwear with real attitude, craftsmanship, sporty nods, and details that define its identity. This remains constant in all the collections I do, and will continue to be so.
You just mentioned streetwear. Do you think it’s still in?
Definitely yes, although maybe not so much in Europe, since the media has turned its attention to other styles or topics. I’m based in Tokyo (Japan), and from what I see when I’m out there, it’s still a very present style in society, more relaxed though. For example, the previous trend of graphics is almost gone, but the rest is still very much in.
What qualities should a person have to run a company?
Rather than focusing on what qualities a person should have to run a company, I would say it’s essential that they understand the industry they’re in and know how to differentiate themselves. In the fashion business, it’s easy to be influenced by what the big brands are doing, especially during fashion week, but that doesn’t mean that everyone has to follow that trend or that there is one set path. When I talk to young designers, I notice the pressure they feel from not being able to do the same shows as the big houses. My advice to them is not to get carried away by the trends they see on social media or on the internet and to focus on what they can do with the resources they have at their disposal. It is essential to be clear about this focus because the rest will come with time and constant work. Business growth is a long journey; not everything happens overnight. Building a solid business requires effort, perseverance, and finding a unique way to communicate with customers, as well as an authentic way to present each collection and a narrative to tell. Authenticity and consistency in communication are key to standing out in a saturated market.
Good tips! Surely young designers appreciate them. Is it necessary at the moment to hold a fashion show to present a collection?
Personally, I don’t think it’s necessary, and that’s why I’ve chosen not to do a fashion show. However, the decision depends on the type of collection and the story you want to tell. If your proposal is poetic and you want to convey that essence, a fashion show may be the right medium. The key is to set your priorities and decide whether you want your brand to be more popular or maintain a more intimate identity. There is no single path; the important thing is to be true to your vision and the resources you have.
Fully agreed. And concluding, how are you going to celebrate this launch? What are you going to do after Paris?
I’m going to celebrate it in London. In the next few days, I’m going on a research trip to visit some great vintage bookshops and get a lot of rest.
Cool, enjoy there!
Thank you.
