areum
'areum' explores the intersection of cultural preservation and modern branding. Inspired by the Korean textile tradition of bojagi, I translated historical motifs and cultural references into illustrated scarf patterns. Building on this foundation, I developed areum as a fully realized accessories brand, art directing fashion photography, designing packaging and editorial assets, and crafting a zine that connects the brand narrative to Korean history, showcasing a holistic approach to design, research, and storytelling across physical and digital touchpoints. Visual Communication. Fashion Branding. 2024 Digital illustrations printed on satin 65x65cm square scarves
