Throughout the past five seasons, it’s been a joy to meet more of you. My design process for this FW20 collection is like a mirror—I launched the brand in 2017 designing for the woman I imagined would become my customer. An ideal woman, or so I thought. Yet every time I met one of you in real life, I learned that the LEHHO woman is more interesting, more complex, and more inspiring than imagined ideals. My designs became influenced by the authentic, living women I met on this journey. 

How would I describe you, my LEHHO women? You are multidimensional. You are endlessly curious, eager to know about the details and functions of our pieces. You teach me about my work, and the value of my work. You are intelligent, aware of brands without becoming victims to them—you are assertive. You value the comfortable but distinct, the classic yet different—all in the best materials available. 

And I am designing for you, always. Before I started this collection, one of you tried on our Pietra Jacket in vegan leather, and was inspired to imagine a vegan, eco-friendly fur coat for Seoul’s sub-zero winters.

Our identity remains, but has evolved through the women who wear LEHHO and have asked for more. For you, I’ve used live flower jacquard and eco mink fur to give the collection more texture than ever. I’ve created new silhouettes you’ve requested like the wool peacoat, draped sweater, and crepe track pant.

I am eager to share all of this with you. I can’t wait to see how you will wear it, and how you will inspire me into the next season and beyond.

Love always,

Shinhye