Andersson Bell, JP Bonino tackle climate change in exhibit

With Seoul now becoming the center of global attention with the rise of its K-culture, fashion companies hope to reach out to people offering them opportunities to reflect on social issues.

A photo that was displayed at Andersson Bell's collaborative exhibition with photographer JP Bonino at the brand's store in Anguk-dong, central Seoul. [ANDERSSON BELL]

Fashion brands in Korea are moving beyond unique designs.

With Seoul now becoming the center of global attention with the rise of its K-culture, fashion companies hope to reach out to people offering them opportunities to reflect on social issues.

Andersson Bell, a Seoul-based contemporary brand founded in 2014, is one of those brands that deliver such messages to its audiences by blending art with its business.

The brand plans to portray the issue of climate change through a collaboration project with the Uruguayan photographer JP Bonino.

The collaborative work is to be displayed during the Seoul Fashion Week at the Dongdaemun Design Plaza (DDP) in Jung District, central Seoul, starting next Tuesday through Saturday.

Under the themes of "dream" and "recycle," the exhibition will be open to everyone during the week.

Climate change has become one of the biggest challenges that the world faces today with the recent wildfires spreading at a fierce pace around the world including Canada, Greece and Hawaii due to environmental damage.

Korea is no exception as heavy downpours in the summer this year have claimed the lives of at least 46 people, including 14 people who drowned while trapped in an overflowed underpass in Osong-eup, North Chungcheong, in July.

"Environment has become a significant component in the fashion industry," Choi Jung-hee, CEO of Andersson Bell, told the Korea JoongAng Daily.

“People often regard fashion as one of the industries that has greatly damaged the environment.

“But we wanted to show the audience that there are still ways for them to wear clothes in an environmentally friendly way through an exhibition.”

The contemporary brand has previously worked with the Uruguay-born photographer JP Bonino to showcase and deliver the message of “finding beauty and value in what others discarded” in a special exhibition held last month in its store in Anguk-dong, central Seoul.

In some of the photos displayed in the exhibition, Bonino has captured images of kids in outfits made of recycled garbage. Frames of the photos were also decorated with discarded clothes by Andersson Bell.

Under the same message, the exhibition will be held again next week during Seoul Fashion Week. According to Andersson Bell, the photographer will release new sets of photos just for visitors of the upcoming fashion week.

The brand has hosted multiple exhibitions collaborating with other artists to offer rich experiences to its customers.

According to Choi, the brand believes hosting such exhibitions is well worth it, showcasing and offering the interrelated inspiration of art and fashion to the public.

Andersson Bell had halted selling products for three weeks between June and July when the exhibition was held at its store in Anguk-dong.

The Seoul-based brand has been gradually growing since its launch in 2014.

A model wearing an outfit from Andersson Bell's 2024 S/S collection walks on the runway at Milan Fashion Week on June 18. [SCREEN CAPTURE]

Last month, Andersson Bell made its debut at the SS24 Milan Fashion Week with its latest collection, “The 10th Anniversary.”

It was the only Korean fashion brand that was found on the runways of the shows during prime time, along with global fashion brands like Prada and JW Anderson.

The brand, known for merging “Korean urban street-inspired style” with a hint of Scandinavian aesthetics, has been into the concept of “contrast” since 2018.

The local brand has garnered a wider range of customers by using contrasting materials, such as mixing denim with knitted fabric and nylon.

It has expanded to around 150 stores in some 30 countries including Sweden, Spain and Italy. Around 50 percent of its sales are from the international market.

"Korea is receiving its greatest spotlight for fashion right now," Choi said.

"Seoul should make the most of this opportunity."

BY CHO JUNG-WOO [cho.jungwoo1@joongang.co.kr]