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Irene is Good is an injection of color and good vibes

For the SS21 collection, Irene Kim's brand offers tie-dye denim, graphic hoodies and rainbow items

Irene is Good is an injection of color and good vibes For the SS21 collection, Irene Kim's brand offers tie-dye denim, graphic hoodies and rainbow items

Irene Kim is one of the most beloved and colorful young names in the fashion system. Half American and half South Korean, the influencer was born in Seattle, but she moved, when she was a teenager, with her family to Korea and then returned to the United States, in New York, to study Textile Design at the Fashion Institute of Technology. In the Big Apple, the girl, who has meanwhile started her modeling career, found success when, during NYFW 2014, she attracted the attention of photographers and street-bloggers thanks to her multicolored hair. First, she dyes her ends blond. Then blue, pink, yellow and every other color of the rainbow, until those "unicorn hair" recalling My Little Pony become her signature, the mirror of her sunny and positive personality, often highlighted by a series of colorful and mix & match outfits.

Once she cut her teeth making capsule collections and collaborations with Stella McCartneyChanelCalvin KleinMichael KorsSephora and being named Global Beauty Contributor of Estée Lauder, thus obtaining the title of beauty influencer, the it-girl decided to focus on her own clothing brand: Irene is Good. Named after her IG account, the project was launched last year during PFW in September, with a series of merchandising including PVC bags with satin makeup bags that sold out in less than 24 hours after Jennie from the band K-pop Blackpink was photographed with one of these accessories. The style of Irene is Good? The same as the model's: colorful, funny, mixing western and oriental moods. 

Irene is Good SS21 collection, which will soon be available online and in stores, expresses the concepts of freedom, positivity and good vibes in a series of multicolor, easy and eye-catching garments. The proposal, presented in a lookbook shot outdoors starring Irene Kim herself, includes tie-dye jeans and denim jackets, graphic hoodies, polo shirts with animal prints, t-shirts and sweaters decorated with the unicorn, the animal symbol of the brand. All declined in candy shades of pink, yellow, blue and mint green.