Jaeyeon Park

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About
Creative Strategy
Creative Direction
Mutual Sentiment
Design

Seoul / Berlin

Jaeyeon is a multidisciplinary creative working across fashion, lifestyle, and strategy, with a foundation in fashion design and cross-industry practice.

She combines strategic creative direction, cultural research, and concept development to explore the intersections of fashion, culture, brand identity, and contemporary life, translating these perspectives into distinctive narratives, brand worlds, and experiences.

Email
CV

Press -
Vogue Business
Elle
JNA
Marie Claire Korea

Podcast
Video

01.

Creative Strategy

Work Scope

Campaign
Fashion Aesthetic
Retail Strategy
Colour Forecast

Trend Analysis

Jaeyeon develops strategic design direction and commercial opportunities for global fashion brands by combining in-depth qualitative research with data analysis.

With a focus on global youth fashion, she translates emerging trend narratives and cross-category market insights into strategic opportunities that drive long-term relevance for brands.

Expanding beyond fashion design and aesthetic trends, Jaeyeon creates creatives solutions for campaigns and content execution, with a sharp guidance in diverse production methods.

WGSN
as Youth Fashion Strategist

lululemon via Zalando

Back to School via Zalando

Collina Strada x Converse via Zalando

Timberland via Zalando

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Creative Direction

Work Scope

Brand Identity
Art Direction
Conceptualization
Communication

Building on strategic insight and creative practices beyond fashion, Jaeyeon has developed a strong ability to shape distinctive brand identities through refined visual direction, considered tone of voice, and cohesive worlds that elevate and articulate brand ethos.

Projects
Suav Pilates brand identity and visual assets
Ryse Hotel artistic and visual direction
TWW brand repositioning and content creative direction
Omnipotent editorial art direction

TWW via Cava Life

SUAV Pilates new logo & visual asset

RYSE hotel digital & physical visual direction

RYSE hotel CHARR menu click to view

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Mutual Sentiment

Work Scope

Creative Direction
Fashion Design
Graphic Design
Pattern Cutting
Photography

Founded through the label Mutual Sentiment, the practice spans woven textiles, knitwear, and leather goods, exploring how sentimental human connections can be translated into tactile, wearable forms.

Working across concept development, design, and production, it brings together creative direction and hands-on craftsmanship to shape cohesive narratives through materiality, construction, and finish.

Design, Production, Photography by Jaeyeon
Styling upon request

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Design

Work Scope

Product Design
Graphic Design
Books and Prints
Content

Jaeyeon’s design practice explores the relationship between space, product, and print through research-led experimentation across various forms.

Drawing from an ongoing fascination with materiality, texture, and shape, she develops visual systems that translate spatial and environmental references into contemporary surfaces and objects.

Through this process, her work creates rhythm, narrative, and tactile experiences that bridge function with emotion and culture.

Click here to view content design