In recent years, Asia has quickly established itself as a formidable force within the fashion industry, lauded for its bold designs that celebrate individuality, tradition, and culture. Spearheading this charge is South Korea, a thriving creative scene that is both the birthplace of K-pop and home to several of the trendiest cafes and concept store. Its emergence as a fashion hub is bolstered by its vibrant street style and proliferation of homegrown brands—names such as Hyein Seo, Juun.J, and Ader Error, who have each cemented their status as major players in the scene.
Enter BONBOM, a buzzy ready-to-wear label that has tailoring and streetwear at its core. Founded by Korean designer Jo Bon Bom in 2020, the brand looks to reimagine timeless classics, often injecting references from old Hollywood films and early-1900s subcultures. This was certainly evident in its spring 2025 collection—titled “Come Here Baby”—that saw deconstructed shirt dresses, hoodies and blazers, layered and styled subversively à la Martine Rose and Demna’s Balenciaga. There were nods to classic fetishwear as well, by way of piercings, belt buckle-detailing and leather accessories. “BONBOM is a blend of youthful rebellion and reimagined classics”, muses Jo of his design ethos. “My father was an anatomist, so growing up I was always intrigued by the human body, which also inspires many of the shapes and silhouettes that I explore.”
Now having dressed some of the biggest names in entertainment such as rapper-singer Doja Cat, actress Han So-Hee and girl group New Jeans, it is of no surprise that the brand has quickly garnered a sizeable following online. “I think many of the youth today wish to emulate their idols, hence dressing celebrities have led to a trickle-down effect that sees the masses trying on styles they would not naturally gravitate towards”, notes Jo.
Riding this wave of K-fashion fever, global luxury retailer Club 21 held an all-Korean designer showcase at their store in COMO Orchard last Tuesday. Showing some of the latest offerings from an array of labels including JunTae Kim, Andersson Bell, and Wooyoungmi, the show wrapped with an exclusive segment featuring BONBOM’s spring 2025 collection, closed by none other than K-pop star Rain.
Below, Jo speaks to Vogue Singapore on his design ethos, how films inspire his work, and the global influence that Korean fashion has on the industry.
Could you share with us the motiviation behind starting your namesake label?
BONBOM started as part of my portfolio collection in my final year back in London College of Fashion. At first, I had no real intention of starting my brand this early, but an opportunity arose to produce a small batch of garments for the Future Society showroom in Shanghai, and I have not looked back since.
Your Spring 2025 collection is inspired by David Lynch’s Blue Velvet and Quentin Tarantino’s Kill Bill. Could you share why these were the primary inspirations?
Earlier in March this year, I had a chance to collaborate with popular fashion retailer Lane Crawford, to produce an exclusive capsule collection of T-shirts. Many of these shirts were inspired by popular films I watched growing up, such as The Matrix and Mad Max. Designing these shirts made me look back at some of the films that left an impact on me growing up, and Blue Velvet and Kill Bill were two that stuck out. The female characters in both films juggle being a mother and a killer, and the dichotomy of that was fascinating to me. I wanted to translate that irony and contrast into the garments this collection.
“Growing up I was always intrigued by the human body, which also inspires many of the shapes and silhouettes that I explore in my designs.”
What messages do you hope to deliver to your consumers through this collection?
Versatility is the name of the game, all our items are easy to incorporate into anyone’s wardrobe. Zippers and cords allow for the wearer to adjust or remove parts of a piece, altering the shape and silhouette of the garment to their preference. There is also statement layering in the form of midi skirts and slip dresses sewn over trousers, a reference to how the youth of today dress.
Could you take us through your creative process before starting on a new collection?
Seeing the general silhouette or skeleton of a design is key for me before I begin draping or prototyping, thus I tend to illustrate all my initial ideas. I go everywhere with a sketchbook, drawing and jotting down moments of inspiration from my daily life and experiences.
You previously interned under Glen Martens at Y/Project. Could you share how that was like?
It was a enjoyable experience, one that taught me a lot. He (Glen Martens) is so good at integrating loungewear concepts into occasion wear, often challenging the status quo when it comes to design. During my time there, I had a chance to work on many tailoring pieces, which helped me develop a strong foundation and deeper appreciation for the craft that goes behind it.
“K-pop has cultivated such a distinctive aesthetic, one that is appreciated and enamoured globally.”
Why do you think there has been a surge in the popularity of Korean brands in recent times?
I think much of this comes from the influence that K-pop has on the world, with many of the youth today looking up to these idols and celebrities. Koreans love to get dressed up and style themselves as well, cultivating a strong aesthetic that is distinctive and enamoured globally.
What’s next?
We are currently working on a footwear collaboration with Japanese brand Mihara Yasuhiro, which will launch in January next year. Outside of that, there are also future plans to open a flagship store, which has been a longtime goal of mine.
