Musinsa Standard recruits designer Kim Ji-yong of 'JiyongKim' to strengthen global competitiveness

[Financial News] Musinsa Standard has appointed designer Kim Ji-yong, who leads the fashion brand JiyongKim, as creative director (CD).
According to Musinsa on the 2nd, Kim joined Musinsa Standard on the 30th of last month and will oversee the creative strategy for Musinsa Standard Men, covering its products and visual identity. He will set the design direction for each seasonal collection and shape the brand experience through campaigns, content and other initiatives.
Kim gained hands-on experience at global brands including Lemaire and Louis Vuitton after studying at Bunka Fashion College in Japan and Central Saint Martins in the United Kingdom. In 2021, he launched the brand JiyongKim, named after himself. He has since built recognition at home and abroad, advancing to the semifinals of the LVMH Prize, a springboard for designers, and winning the Samsung Fashion & Design Fund (SFDF) for two consecutive years. Last June, he was invited to Pitti Uomo, the world's largest menswear trade fair, where he presented his work in an exhibition format.
Musinsa plans to strengthen Musinsa Standard's global identity with Kim as CD. Having established mass appeal with reasonable prices, the brand now aims to build a distinctive image by adding Kim's original perspective.
Since its launch in 2017, Musinsa Standard has grown rapidly year after year, entering the top five domestic fashion brands in the manufacturing-and-retail (SPA) category last year. Former private brand (PB) division head Lee Geon-ho, who served as the brand's CD from its launch, is credited with laying the foundation for its growth. Musinsa Standard aims to generate 1 trillion won in sales this year, more than double last year's 470 billion won. It now has more than 50 stores in Korea and is expanding its overseas markets, starting with China and adding the Philippines, Indonesia, Vietnam, Malaysia and other Southeast Asian countries next year.
A Musinsa Standard representative said, “Kim, who has drawn attention from the global fashion industry, is the right person for Musinsa Standard as it expands its overseas business. We expect him to create new synergies based on the common ground the brand shares with Musinsa Standard: both started in Korea and have grown with their sights set on the global market.”
[email protected] Kang Myeong-yeon Reporter