Meet Haejin Jeong: The founder and creative director of Hanbok Fashion Brand ‘Songhwa by Jeong’. Based in Insadong, Songhwa (@ilovesongha) strives to reinterpret the beauty of the Hanbok not just for the modern world but also to preserve its timeless elegance. Jeong’s vision is to establish the Hanbok on the global stage as a fashion genre of its own.
Jeong has always regarded fashion as a way of expressing imagination and storytelling. Her journey began with a fascination for fabrics, colours and silhouettes, introduced by her parents who ran a Hanbok store. Jeong talked about how meeting the Hanbok very naturally from an early age has shaped her. “The Hanbok is,” she said, “part of my childhood memories and family traditions, but also part of a deep connection between my mother and me. Growing up, she always encouraged my siblings and I to wear Korean traditional clothing on our birthdays and special days, like Chuseok & Seollal. I loved it. When wearing the Hanbok, I felt like a different person, and it was magic for me in a way. I remember how visiting my parents’ store, which was full of beautiful Hanboks, felt like a playground. Looking back, those memories are very beautiful and precious to me.”
Growing up surrounded by the Hanbok allowed Jeong to realise over time that it was a part of her personal identity and a canvas through which she is able to share her culture with the world. “As I explored the design more,” she explained, “I felt a calling to reinterpret the Hanbok in a way that would resonate with modern life and international audiences. ”
Jeong believes that clothing reflects culture and life itself, and is a powerful cultural tool. Not only does the garment “serve as a bridge that connects me with the world” but it is also special because it is a garment that continues to evolve through new interpretations, and today many young designers are experimenting, which is very exciting. Her high regard for the Hanbok is clear. “It is”, she added with pride, “more than ceremonial. It is alive in daily fashion and many contemporary designers, such as myself, are exploring its endless possibilities.”
The name Jeong chose for her brand is ‘Songhwa’, meaning pine tree and pine flower in Korea, both of which hold deep meanings. For example, the pine represents strength, triumph and unchanging integrity while the flower adds delicacy. Through this name, Jeong wanted to capture both the enduring strength and poetic subtlety of the Hanbok. Songhwa distinguishes itself by the wide range of fabrics they use. In her designs, she seeks to incorporate traditional crafts (such as Minhwa), embroidery and high quality to create a wide range of seasonal fabrics. These elements combined develop make her pieces into modern wear that maintains the Hanbok’s essence.
There are two types of Hanbok: The traditional and the modern. “I feel,” Jeong shared, “that the traditional Hanbok should remain true to heritage and be preserved in galleries, museums and performances. The modern Hanbok, however, is a completely unique fashion genre and has endless potential to evolve. Both are completely distinct from each other and although the two may sometimes overlap and influence each other, I believe it is best for them to develop in their own ways.”
The Hanbok embodies elegance as well as volume and the distinctive two piece design creates “harmony between straight and curved lines.” It is something that you can embroider and make fabulous but when left plain and simple is equally as beautiful. “It’s beautiful but it’s not too loud, and I think that is what makes the Hanbok really special. It is for everyone, and well, classics never fade. I have no doubt that the Hanbok will become a global fashion genre and is something that will always be reimagined in new and different ways as fabrics continue to diversify.”
At Songhwa, Jeong’s store has something for everyone – and a range that features an interesting mix of fabrics and colours. The passion and love she has for fashion is evident every bit as much as the inspiration she draws from art and traditional Korean crafts. The blend between these elements and modern fashion allows Jeong to create designs that are rooted in heritage yet open to innovation. Everything from the beautiful and bold brighter colours to the softer kind, meaning there is something for everyone and where all are welcome. She also offers a bespoke service whereby she creates Hanboks for her customers that reflect each client’s individuality. In this regard she focuses on an offline, tailored experience where each customer receives personal attention.
If you visit her store you will find a wonderful mix of the modern and the more traditional as well as clothing that takes the time of year into consideration. “This is”, she explained, “because there are four distinct seasons here in Korea, and we need a different fabric for each season. In the summer, the hanbok worn would be a light linen fabric, but in winter we would wear Yangdan or Nubi, which are thicker, more quilted fabrics without cotton.”
Looking to the future, Jeong shared with me that she hopes to continue to expand and create accessories and lifestyle items.
Something for us all to look forward to.
