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/ “It’s understated, but still interesting. That’s the balance I want to keep, so it’s not shouting ‘Look at me’”

If you’re a keen spectator of street style, chances are you’ll have glimpsed one of Rejina Pyo’s designs – they’re favourites with the shakers and tastemakers of Instagram, including Kate Foley, the stylist who put Pyo’s name on radars in a fabulous yolk-yellow dress. Because not only are her creations impossibly photogenic, they feel incredibly good on. “I was like, ‘Ohh, this dress is so easy,’” recalls Foley. “It’s so well cut and comfortable – you know when something fits your body well, it gives you confidence because you feel it’s easy, elegant and just cool.”


What Pyo, who started her label in 2013 after graduating from Central Saint Martins, excels at is simple cuts that are nevertheless striking in a hushed way, and laced with thoughtful details – see the nip-and-flare waist of the midi dress or the double-faced grey wool coat with a flash of red on the belt for Label/Mix. Versatility is woven into her designs: a khaki parka (coming soon) comes with a hood, which can be detached to reveal an equally chic bomber jacket. “Feminine but not girly, effortless with a twist,” is how Pyo describes her pieces, which draw on modern art and sculpture with their bold shapes and colours.

Ultimately, Pyo’s dream is to create “beautiful pieces that people enjoy and treasure in their wardrobe.” Mission, accomplished.

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