One of the keys to Yeojin Bae’s huge success is that she has taken time to learn her craft. Despite dreaming of becoming a fashion designer since the tender age of 2, Bae waited 13 years, interning for Anna Sui, Marc Jacobs in New York, and working for Australian labels including Charlie Brown, Marc and Saba, before starting out on her own in 2006. “A steady long-term career is about doing your own thing and being steady with your handwriting”. Her patience paid off. Only one year later, she was awarded the LMFF Designer Award presented by Tiffany and Co, and in the same year, the designer created a capsule collection for Target. Bae’s tightly-edited collections embody timeless and ladylike aesthetic, precise and chic tailoring in luxurious fabrics. Classy yet sexy cocktail dresses have become Bae’s raison d’etre, but thanks to her impeccable technical skills, she is also able to cut a mean suit that is very kind to the figure. Yeojin Bae designs for intelligent, confident and independent women who appreciate ‘modern femininity”. In 2012 Yeojin Bae launched another label YB J’aime thanks to her” a love affair with France “(her husband Jean-Francois Ponthieux is French). As the name implies, YB J’aime is inspired by Parisian “It-girl” aesthetics, where everyday staples are given a modern and nonchalant update.
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