BonBom Jo On Creating Subversive Streetwear Infused With A Couture Ethos

Enter BONBOM, the experimental label that's breaking boundaries and dressing K-pop sensations like Blackpink and Aespa.

Published: November 20, 2024

BonBom Jo On Creating Subversive Streetwear Infused With A Couture Ethos — Photo: Courtesy of BONBOM

Going against the status quo and leaving behind an indelible legacy is a goal most designers strive to achieve—an undertaking which often takes years if not decades to fulfil. In the case of designer BonBom Jo, his revolutionary idea to combine couture and streetwear has not only upended the rules of fashion but differentiated him from the masses in just four years—since his eponymous label’s debut in 2020.

“When I first started out as a fashion designer in my early 20s, I noticed that Korean fashion was extremely trend-driven,” recounts Jo. Observing that most garments lacked a distinct personality, BONBOM was launched to counteract this monotony with its “couture of today” ethos, which Jo translates into well-constructed streetwear that is timeless, wearable and emotionally impactful.

The Seoul-based designer credits his rich cultural upbringing for his open-minded approach towards design. Before moving back to Seoul, Jo spent his childhood in Texas and Denmark, studied fashion design at the London College of Fashion before relocating to Paris for an internship at Y/Project. “This exposure to many different cultures and the foreign friends I’ve made over the years has allowed me to embrace cultural diversity in my work,” he shares.

Unlike most designers who model their creations after a particular muse or consumer, Jo has always
intended for BONBOM’s pieces to be multifaceted and inclusive. “I was inspired by this philosophy of making a statement—both to the outside world and to one’s self—and pleats served as a good outlet,” explains Jo. With pleats as the design focal point and his wealth of cultural experiences, it comes as no surprise that the BONBOM ouevre is a diverse one that ranges from graphic T-shirts and baggy jeans to sharply tailored blazers and deconstructed dresses.

As a self-professed film buff, some of Jo’s key inspirations lie in the gripping narratives of cinematic
masterpieces. For the label’s spring 2025 collection, for example, the designer drew parallels from the female protagonists in David Lynch’s Blue Velvet and Quentin Tarantino’s Kill Bill. Meanwhile, the label’s latest summer 2025 collection referenced George Miller’s Mad Max 4: Fury Road—blending post-apocalyptic chic with a street-smart edge.