Tuesday, June 15, 2010 at 8:27AM | By Roe Designer Interview - A.Hallucination
A few weeks ago we were contacted about the launch of a new London based label known as A.Hallucination. A.Hallucination co-designer, Chung Chung Lee asked us to check out their new A/W 2010 collection, as it would be their "great pleasure" if we could help to introduce it to our readers. So we had a look, and, needless to say, we loved what Chung Chung Lee, along with co-designer Hwan-Sung Park put together for A.Hallucination's debut collection. Seeing the opportunity to showcase this label in its early stages, I asked if Chung would like us to take our feature of A.Hallucination a a step further, and allow us to interview them. Chung agreed, so we present to you an unedited glimpse into the minds of these talented designers.
Q: Where are you from?
A: Both of us are from South Korea. Actually we call it ‘The republic of Korea’.
Q: What is your educational/professional background?
A: Hwan: In my educational background, I graduated from Central Saint Martins in 2008. (Majored in menswear.) and ,before CSM, I had been majored in fashion design at the SEJONG University in Korea. In the professional background, I’ve worked for Burberry, Tom Ford, Alexander Mcqueen as a menswear design assistant and once worked for a design-consulting agency as a menswear assistant designer for short time.
Chung: In my educational background, I graduated from Central Saint Martins in 2008. (Majored in menswear.) Also I had majored in Art & Design at CSM before I started to specialize in menswear from 2006. But I often have joined the design team as a collection staff or as a designer to help my father for long time. (His father is famous fashion designer, named Lie Sang Bong, in Korea and Paris.) In the professional background, I’ve worked for ‘Lie Sang Bong Paris’ for many years taking various roles in the design team, as mentioned above, and worked with many other local young designers for many projects. Also I once worked for Ozwald Boateng, based in Savile Row, to help his collection.
Q: How did you get into fashion design?
A: Hwan: I would say.. “Bone to be a fashion designer” (sorry, just kidding) I have been always very interested in nice clothing and drawing from my youth. So it drove me into the fashion world so naturally.
Chung: My father is fashion designer and my mother also works for his company. However I didn’t imagine being a fashion designer when I was young. When I studied in BA Arts & Design course in Central Saint Martins, I experienced many subjects about arts & design. Through the course I realized I love fashion and I decided to get into fashion design.
Q: What was the first thing you designed (professionally or personally)?
Hwan: My first thing was the men’s hoody rain cape for the project show during the university festival when I was junior grade of university in Korea. At that time, I was a totally beginner in fashion design.
Chung: Series of shirts which are influenced by Gustav Klimt when I prepared portfolio for college. I love Klimt and it always give me lots of inspiration.
Q: When did A. Hallucination come to fruition? How was your partnership forged?
A: As you might know, we are just starting-up menswear label from February in this year. We successfully launched our first Fall/ Winter 2010 Collection during London Fashion Week in last February. Our partnership is complementary cooperation to each other. Hwan is strong at directing the total concept of the theme and colour, and organizing the design map for the collection. On the other hand, Chung is strong at developing design details, adding some creative elements, and directing the collection with artistic approach.
Q: Who is this A. Hallucination for? Describe the man who wears A. Hallucination.
A: A.HALLUCINATION is designed for the 25-40 year old man who values quality and smart dressing as an important aspect of life. Our garments are translatable for work, casual, and evening activities and present a sleek, sophisticated look for everyday wear.
Q: How did you go about developing the A/W 2010 collection? What was your process? What was your inspiration?
A: We would like to show the new ‘modern English dandy’ through our first collection. Presenting their first collection entitled "The First Peal," our main theme was an interesting combination of modern and classic, inspired by the scenery of London such as London Eye with Big Ben and Gherkin. We think the mix of classic fabrics and modern design and cutting represent the true London. It’s like how the Saint Paul Cathedral and Millennium Bridge goes very well together.
For preparing this collection, basically we approached the design progress with complementary cooperation, from the researching to the making samples. We researched sometimes by each, sometimes by together and set up the basic essential ideas. Then, we had a lot of meetings discussing a lot about the designs of the collection. After deciding the designs, Hwan was in charge of making jackets and shirts. Chung was in charge of making trousers, accessories, and developing the quilting detail techniques, which were the main details of our first collection.
Q: What do you want A. Hallucination to be known for? What would you say is your trademark.
A: We want to presents a sharp, contemporary take on the classic British dandy look with urban citywear influences and the styling offers a modern twist to a classic look
Q: What are your favorite pieces of the A/W 2010 collection?
A: Actually, the most popular items are cropped trench cape and new cut JKT with quilted under-top collar. Many people would love to have them. (Officially, Key pieces include darted slim-shaped side-seamless jackets, new cut shirts, low crotch pants, with intricate quilting details and techniques textured jackets inspired from Gerkin. All the pieces are given modern makeovers to create a highly wearable, yet very on-trend look.)
Q: What about the process do you enjoy most and least?
A: We enjoy all the process from deciding the theme for the collection to making the collection line-up with our final outfits. (But, in honest, we feel bit stress while we are in the period of making samples.)
Q: Where can readers find your work?
A: As you know, we are just starting-up label from last 2010 A/W season. (We were supposed to focus on promoting ourselves now, and expected that sales would begin in earnest from next season. But, beyond our expectation, Actually we got many sales offers from few stores, but we put them on hold.) That’s why we don’t have any stockiest at the moment. But, recently, we got some nice offer from famous buying agency based in London. So hopefully we can take a nice opportunity to show off our garments in the stores soon.
Jacket, accessories, blazer, menswear, pants, suits | in Accessories, Collections, Designer Interview, His Fashion 1 Comment
Reader Comments (1)
Hello , I came to your blog from the “IFB discussion Show us your blog”
and here I am Loving your blog , lets become fashionable blogger friends , lets follow each other.
Maybe you’ll be interested in the FENDI GIVEAWAY I’m having on my blog.
http://www.thedollsfactory.com/2010/09/fendi-giveaway.html