Woo Youngmi says that she has always done things recklessly. In 1988, when South Korea was just emerging from military rule, she debuted Solid Homme as one of the nation’s first design-led menswear labels, introducing new shapes and silhouettes into what was then a fashion hinterland. She didn’t stop there. In the early 2000s she left Seoul, where she had achieved critical and commercial success, for Paris, where she re-established herself. “I just couldn’t envision the next 20 or 30 years only working in Seoul,” she says.

Woo arrived in the French capital without a game plan. She debuted her second label, Wooyoungmi, focusing on higher-end luxury, and became the first South Korean designer to take part in Paris Fashion Week. Within a few years, the designer became a respected figure on Paris’s runways and established partnerships with department stores such as Le Bon Marché and Selfridges. 

Today the Korean Wave has swept across the world and global audiences are familiar with the country’s flair for sharp tailoring, as well as its catchy pop music, gripping films and innovative skincare. Woo, who has contributed to the phenomenon, remains a market leader: her Wooyoungmi shows are always oversubscribed in Paris and praised for offering fresh ideas on tailoring, workwear and, lately, uniform dressing. The brand has also been broadening its scope to include jewellery, accessories and womenswear and has opened a new Paris flagship on rue Saint- Honoré, a stone’s throw from the boutiques of Chanel, Dior and Loro Piana – a signal of the designer’s growing luxury ambitions. 

monocle visits Woo at her company’s Seoul headquarters, where her autumn collection (a mix of wide-leg denim, tweed suits and drop-shoulder suede jackets) is displayed alongside tapestries depicting the work of Basque artist Eduardo Chillida. She tells us about her relationship with Paris, her design philosophy and her constantly evolving creative drive.

Why did you choose to move to Paris from Seoul when its menswear scene was then quite limited?
I didn’t think in those terms. I just asked myself which city had an open mind for a young designer and the answer was Paris. People were saying that Milan was the centre of the world for menswear but that has changed since then. Still, I was very lost when I arrived. I had never felt that kind of helplessness up to that point but I had made up my mind so I jumped into it headfirst. I felt as though I was up against a huge wall but what could I do? I just had to keep going. 

You were the first South Korean woman to design menswear and you have since expanded into womenswear. How did you make those choices?
Every designer’s identity comes from within so it can feel uncomfortable to make something that one can’t personally wear. But I found that if it isn’t for me, I can be a lot more imaginative. I decided to start creating womenswear too but only after turning 60. When you put yourself in the frame of mind of thinking about what you want to wear, your designs can become narrow because you’re projecting who you are and who you aspire to be. At this age, I feel fortunate that I can design womenswear without constraints.

Let’s turn back to the 1990s, when South Korean men began having more disposable income and developed a taste in fashion. What was that like?
There was menswear before me but it was extremely conservative. I was almost committing heresy with my designs. People would say that it’s neither feminine nor masculine, a kind of “soft” menswear. But I didn’t give it too much thought. I was only 30. How much strategy do you think I had back then? I just did what felt right. 

What do you think about the Korean Wave?
I see it as the culmination of various cultural categories such as K-pop, K-food and K-films. Over the past 70 years, South Korea has undergone rapid economic development but before that we had a long history that cultivated a unique culture. We had a wealth of content; it just hadn’t been introduced to the world until recently. The fashion industry should ride this wave well. I hope that a group of designers who can represent and explain South Korean fashion – not just me – will form a strong, united presence in the global market.

You have been focusing on suiting and uniform dressing in recent collections. Why is the concept of a uniform becoming appealing again?
It’s a reaction to the fatigue brought on by the long dominance of streetwear. There’s a renewed appreciation for elegant, well-put-together clothing. Fashion, by its nature, is driven by a desire for novelty. But the key to sustaining a brand’s identity lies in creating something new while not being carried away by trends.

Why did you decide to open your new Paris shop in such a prime luxury spot?
Our first shop was in the Marais, a youthful area, and it made sense financially. But I now felt that it was the moment to move closer towards luxury. But, for me, luxury isn’t about price: I wanted to go up a level and that meant going to rue Saint-Honoré. That decision felt pretty reckless but once again we just went for it. 
wooyoungmi.com; solidhomme.com