Jekeun Spring/Summer 2025

JULY 12, 2024 → WORDS ADRIÁN GOMIS EXPÓSITO

London-based Korean menswear brand Jekeun has unveiled its highly anticipated Spring/Summer 2025 collection with a stunning lookbook styled by Matt King and shot by Joseph Delaney. This marks the sixth collection from Jekeun, continuing the founder’s profound exploration of youth and coming of age through the evocative lens of his own teenage years in Korea. Each piece in the collection is imbued with cinematic nostalgia, reflecting Cho’s deep-seated memories and his nuanced understanding of the adolescent psyche.

Jekeun Cho, born in South Korea with Japanese heritage, brings a unique cultural blend to his designs, further enriched by his academic journey from law in China to fashion in London. This East Asian-Western European fusion offers a rich narrative on the tension between conformity and individualism. Cho’s legal studies, rooted in societal norms and expectations, have shaped his belief that appearances can be deceiving and that true understanding lies beneath the surface. His brand philosophy delves into the psychology of self-presentation, exploring how daily sartorial choices serve as a complex interplay between our internal selves and societal judgments, ultimately dressing not just our bodies, but our identities.