The Vibe :
⊹ Hyein Seo names its Spring Summer 2026 collection Windward.
⊹ Weathered surfaces and layered color inform the season’s muted palette.
⊹ Wrapping, tying and draping shape garments around the body.
⊹ Yoon Songyi photographed the campaign across a Korean coastal dune landscape.
Hyein Seo takes Spring Summer 2026 somewhere exposed with Windward, a collection shaped around surfaces changed by time. Sun faded textures, erosion and colors that appear built up in layers inform the season, giving the clothes a worn in visual quality that fits naturally against the coastline used for the campaign. Photographer Yoon Songyi shot the series across one of Korea’s largest coastal dune areas, where years of erosion and sediment have already done plenty of design work of their own.
The clothes follow the body through wrapping, tying and draping, with shapes that shift depending on how they sit and move when worn. That construction gives Windward a softer route into the technical language Hyein Seo has developed across earlier seasons. Within the wider world of Hyein Seo, utility has long shared space with asymmetry and unexpected proportions. SS26 pulls those ideas closer to natural surfaces, faded texture and layers that look changed by weather.
The campaign makes that relationship difficult to miss. Clothes sit against sand, rock and shoreline while the muted palette keeps the separation between garment and environment deliberately narrow. The campaign images give the collection space to change from look to look, especially when wrapped panels and draped sections respond differently on the body. Windward leaves Hyein Seo’s harder edges intact, then lets salt, wind and time rough up the surface.
Brand DNA
Founded in Seoul in 2014 by Hyein Seo and Jino Lee, HYEIN SEO channels underground youth style through technical outerwear, cargo details, asymmetric cuts, and monochrome layers. Its dark, subversive wardrobe connects Seoul streetwear with Antwerp-trained design.
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