Launched in New York in 2011 with roots in Seoul, O’2nd is an advanced contemporary collection of modern daywear classics with a subtle fashion edge. Brand director Minsoo Chung and his creative team have developed a line of dresses, outerwear and separates that are designed in the spirit of current.
Understated in color and shape, each look is elevated by unexpected details. With a notable affinity for pleating and layered textures, Chung and his team use Eastern techniques like shibori tie dye and origami folding to construct dynamic, wearable pieces meant to be the most special of wardrobe staples, from the line’s signature trapeze silhouette to its popular pintucked shift dress.
While the collection has an undeniably feminine appeal — with tulle, lace and silk used time and again — the clean lines and sharp color palette serve as a sort of grounding mechanism. Indeed, nothing is frilly or precious. Instead, menswear-inspired coats are paired with pleated skirts, and A-line minis are styled back to button-up shirting. The purposeful contradictions create an admirable balance in every look that not only makes the collection irresistible, but also wearable. There is an air of knowing sophistication that never veers too serious.
So, who is the O’2nd woman? “She is both a dreamer and a pragmatist,” Chung says of his client. “I want her to feel happy.” Happy, with just the right amount of cool. In the world of O’2nd, no two ideas are mutually exclusive.