Yeojin Bae has been tailed by a Korean film crew all day at Melbourne Spring Fashion Week. They are filming her for an upcoming documentary. While she yearns to “change into her undies and get cosy on the couch” it doesn’t show. The designer bubbles excitedly about her many projects; the most notable a new diffusion line dubbed YB J’amie (with a French accent it’s almost pronounced “gem” she corrects me as I mangle my first attempt; I learnt the far less romantic German in school). “It’s so much fun to work on. YB J’amie will always be soft and pretty and girly,” ie: the slightly more affordable range will always be eminently wearable/covetable/buyable.
The collection has been well received (I became and instant devotee after spotting it on the runway at Singapore’s Fashion Future Now) with clients making multiple purchases which is almost unheard of in this tricky retail climate. Yeojin is one smart cookie. The new line is “a way for me to protect my name, after all it is my name”. Due to the launch of YB J’amie the Yeojin Bae mainline has been put on hiatus for this Spring Summer season and will return for Autumn Winter 2013 as a more high-end prospect, “there will be less pops of colour…it will be more luxurious, that kind of thing”.
Other reasons for the short break are multiple Korean trips as the designer’s profile rises there (“a way for me to mix my Korean and Australian heritage and it’s making my family proud”), Yeojin being chosen as an ambassador to meet Princess Mary recently and her upcoming collaboration with a luxury car brand for the Spring Racing Carnival. What is there not to love/j’amie?
Designer Series 2 featured YB J’aime by Yeojin Bae alongside other beloved mostly cult-ish Australian labels Above., Manning Cartell, boutique retailer Alice Euphemia, Arthur Galan AG, Carly Hunter, LifewithBird, Jayson Brunsdon and Thurley.
Photography by Scott Gick
Arthur Galan AG
YB J’aime by Yeojin Bae