The designer has redefined the concept of formalwear by subtly blending tradition and modernity through tailored tailoring and a carefully selected color palette. Each piece seems to have been carefully crafted to celebrate the complex and rich inner world of adults. From the silhouette to the details, each one embodies the quest for sophisticated glamour and an ode to the elegant attitude of everyday life.
pushBUTTON
pushBUTTON
pushBUTTON
This season's pushBUTTON is clearly asking us to re-examine the standards of everyday dress. Through the clever use of contrasting colors and the precise mastery of proportions, the designer perfectly blends the classic with the innovative, so that each piece exudes an extraordinary light. Whether it's a serious office setting or a casual weekend get-together, this collection offers dressing options that are both stylish and fun.
pushBUTTON
pushBUTTON
pushBUTTON
In particular, the launch of this collection seems to be an invitation to modern people who crave personal style and space for self-expression in their busy lives. With its unique "adult-like" collection, pushBUTTON reminds us that even in the adult world, we can maintain our individuality and creativity, and we don't have to be limited by traditional frameworks.
We also took this opportunity to interview Park Seung Gun, the designer of pushBUTTON.
ELLE: pushBUTTON is known for its unique and playful design philosophy, what was the most important message you wanted to convey when preparing for the new collection at Shanghai Fashion Week?
Park Seung Gun：“Still pushBUTTON”
Stretchy and youthful at the same time, pushBUTTON exudes a timeless charm. It's not just about fighting the aging trend,
It's about embracing a mindset that keeps things fresh and forward-thinking. This concept goes beyond fleeting flashes of thought, anchoring
In a timeless contemporary realm where ideas and perspectives are constantly being renewed, this is the essence of "Still pushBUTTON".
ELLE: You mentioned that the design is inspired by the successful women and confident male consumers of the modern world. How does this inspiration manifest itself in this new collection?
Park Seung Gun: This collection embodies the independent personality of a working woman, paying tribute to women who juggle their careers while remaining steadfast in their own unique style.
ELLE: The pushBUTTON brand is known for its balance of black and white with bright tones, how will this be reflected in the new collection?
Park Seung Gun: This series deliberately deviates from the traditional "red spectrum". The collection is known for its mastery of colour, boldly moving away from the vibrancy of red hues. By deliberately excluding them, we aim to explore the realm of pastel color palettes, marking the first time we've made a significant change without red.
ELLE: The theme of this series is "Be Adult!" What is the source of inspiration and what stories do you share with us?
Park Seung Gun: When looking back at our past collections, most of which were characterized by their vibrant and unique color palettes, we embarked on a contemplative journey imagining how our identities would be presented once stripped of their colourful appearances. The result of this reflection is a collection that epitomizes the more refined and mature iterations of our brand. By letting go of the vibrant hues that once defined us, we tap into a deeper expression of essence, a style imbued with sophistication and timeless charm.
In the early autumn 23 season, pushBUTTON launched several ZERO label products, like dropping a small experimental bomb on the market, which immediately attracted the pursuit of hipsters from all walks of life. This season pushBUTTON continues to do so with a complete ZERO collection. ZERO is certainly a brand new label, but it is by no means a "second line" of the brand. pushBUTTON only wants to use the concept of ZERO to carry out the most basic, additive-free, non-seasonal continuous fashion practice, and also carries the brand's enterprising spirit of innovation and connection with the new generation.
Zero
Zero
On the basis of retaining the brand genes, ZERO communicates with the audience through a highly recognizable design language and a relatively affordable price. Balancing classic black and white with bright tones, the collection continues pushBUTTON's signature luxury casual style with a wide range of pieces, including tracksuits, tank tops, polo shirts, shirts and hats, showcasing a new ZERO through more groundbreaking silhouette proportions and design details.
Zero
Zero
ELLE: How do you see the ZERO series breaking new ground or changing in terms of design language and style compared to the brand's previous works?
Park Seung Gun: Incorporating elements of haute couture, the pushBUTTON Zero collection introduces angular, challenging silhouettes that maintain the signature DNA of the pushBUTTON aesthetic while providing a wearable rendition for consumers to enjoy in the real world. This juxtaposition allows enthusiasts to seamlessly blend their own everyday style with the avant-garde essence of pushBUTTON, ensuring that the brand's unique identity is not compromised.
ELLE: You've said that the ZERO series is more than just a whim, so what role does it play in the future development of pushBUTTON?
Park Seung Gun: Engaging with the public, especially the vibrant new generation, is crucial. Our communication is an important channel that fosters meaningful interactions and fosters a genuine connection with consumers. It's not just a verbal exchange, it's a real-world encounter that bridges the gap between brands and audiences in a way that truly resonates with the visions and values of today's young people.
Park Seung Gun, the founder and creative director of pushBUTTON, is the founder and creative director of pushBUTTON, which combines the designer's beloved 1990s American street style with laid-back and relaxed silhouettes. At Seoul Fashion Week in October 2016, Park Seung-kyun won the award of Best Designer.
Park Seung Gun
ELLE: You've been named "Best Designer", what are some of the challenges you particularly enjoy or are proud of in the design process?
Park Seung Gun: I get a huge amount of inspiration from observing people's daily lives. Witnessing a person briskly navigating through a cold day with their collar open and their undivided focus on their phone was a fascinating temptation for me. It's these seemingly mundane little moments that spark my creativity. Looking back at past designs, such as the one we added to Kong Hyo-jin's iconic yellow dress, and seeing it transform into a famous fashion statement, highlights the joy I found in blending the ordinary with the extraordinary. For me, the magic is about incorporating everyday elements into something new and fascinating.
ELLE: You've borrowed a lot of colors and fabrics from traditional hanbok in your designs, combined with American street style from the 1990s. What challenges did this cross-cultural integration encounter in the creative process, and how did you overcome them?
Park Seung Gun: As a Korean designer, my identity is deeply rooted in Korean culture, and whether I'm inspired by traditional Korean clothing or Western styles, embracing and celebrating my heritage is not a challenge, but a natural expression of who I am. I look at contemporary culture through my own unique perspective and don't hesitate to incorporate it into a unique Korean perspective. For me, incorporating elements of Korean culture is not a task to overcome, but an inherent part of my creative process, which reflects my unwavering acceptance and appreciation of my cultural roots.
Founded in 2003, pushBUTTON is a cutting-edge Korean brand that presents a new fashion concept to the younger generation with unique, crazy and fun designs.
As one of the most popular men's and women's designer brands in Korea, pushBUTTON has established its own style and attitude in the fashion industry through its unique, quirky, crazy and fun designs. Since its debut at Seoul Fashion Week in 2010, it has become a hot spot for hipsters around the world. Celebrities such as Rihanna, Paris Hilton, Kiko Suwon, Kong Hyo-jin, G-DRAGON, Bae so-ji, Kim Hyun-ah, Fan Bingbing, Xu Haoying, Angelababy, Zhou Xun, Gui Lunmei, Eason Chan, Sammi Cheng and other celebrities are brand fans.
pushBUTTON
pushBUTTON
pushBUTTON has now established a significant cross-cutting design concept, such as the fusion of feminine and masculine/sexy and sporty, all of which have left a strong brand mark on the design. The brand's muse is the successful woman of the modern world, while the male consumer is the laid-back and confident in their own charm. We've proven to satisfy everyone with a keen interest in fashion trends, and pushBUTTON's fun, avant-garde yet feminine and sexy designs never disappoint their followers.
ELLE: Since its inception in 2003, the pushBUTTON brand has established a unique style and attitude in the fashion industry. What do you think is the secret of your brand's success, and how does it continue to attract the attention of global hipsters?
Park Seung Gun: I value the collaboration between our team members. While there are tasks that I can do independently, I believe that the true essence of success lies in the synergy that is cultivated through teamwork when we come together. Each member brings their own unique skills, perspectives, and expertise to the table, enriching our collective efforts and advancing our common goals. By working together, we leverage the diverse talent on our team to achieve superior results that can be achieved by any one individual.
ELLE: With the fashion industry becoming more and more sustainable and environmentally conscious, what are the plans or steps that pushBUTTON has already taken in this regard?
Park Seung Gun: It's a very difficult task. I'm working in that direction.
ELLE: What are some of the new generation of consumers that pushBUTTON is designing to appeal to and meet their fashion needs?
Park Seung Gun: Our DNA is characterised by its uniqueness and dynamism, reflecting our commitment to innovation and bold experimentation. In our current series, we continue to push the boundaries and refuse to shy away from challenges. Instead, we see them as opportunities for growth and transformation, moving us forward with unwavering determination. This fearless approach is our driving force for our relentless pursuit of excellence, ensuring that we are always at the forefront of creativity and inspiration.
In an exclusive interview with pushBUTTON designer Seung-Kyun Park, ELLE elaborated on the core ethos of the Fall/Winter 2024 collection, "Still pushBUTTON", a concept that reflects the brand's insistence on staying fresh and forward-thinking, beyond fleeting creative flashes. Park emphasised that the collection, which celebrates the independence and self-confidence of the modern working woman, demonstrates the brand's unique approach to the use of colour by deviating from the traditional red spectrum and exploring pastel tones. Theme: "Be Adult!" It reveals an iteration of the brand that evolves towards maturity and refinement, showing the pursuit of blending the ordinary and the extraordinary in everyday life. In addition, the launch of the ZERO series demonstrates pushBUTTON's desire to innovate and connect with the next generation, communicating with the audience through a unique design language and affordable price. Park Seung-kyon's design challenge for cross-cultural integration expresses the attitude of natural integration through the celebration and acceptance of Korean culture. This interview reveals how pushBUTTON continues to capture the attention of global influencers through its unique and innovative design philosophy, while demonstrating the brand's commitment to teamwork, sustainability and catering to a new generation of consumers.