Jaeyeon Park


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About
Creative Direction
Creative Strategy
Mutual Sentiment
Design

 
   Seoul / Berlin
A multidisciplinary creative with over 7 years of experience across fashion, lifestyle, and strategy, with a foundation in fashion design and cross-industry practice. 

Her work combines strategic creative direction, cultural research, and storytelling to translate insights at the intersection of fashion, culture, brand identity, and contemporary life into cohesive narratives and experiences.



Email
CV

Press -
Vogue Business
Elle
JNA
Marie Claire Korea




01.Creative Direction

Work Spans

Brand identity
Conceptualization
Communication
Building on strategic insight and creative practices beyond fashion, Jaeyeon has developed a strong ability to shape distinctive brand identities through refined aesthetic direction and cohesive verbal language that elevate and articulate brand ethos.

Projects
Suav Pilates brand identity and visual assets
Ryse Hotel artistic direction and installation
Website Design
Permanant Window Installation

02.Creative Strategy

Work spans

Campaign Strategy 
Fashion Design Strategy
Design Capsule
Colour Forecast
Trend Analysis


Develops strategic design direction and commercial opportunities for global fashion brands by combining in-depth qualitative research with data analysis.

Specialising in global youth fashion, she identifies emerging trend narratives and cross-category market insights with a strong focus on longevity and diversity.

Expanding beyond fashion design and aesthetic trends, Jaeyeon creates strategic solutions for campaigns and content execution, with a particular interest in diverse production methods.



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03.Mutual Sentiment


 Work Spans

Creative Direction
Fashion Design
Graphic Design
Pattern Cutting
Photography

Founded through the label Mutual Sentiment, the practice spans woven textiles, knitwear, and leather goods, exploring how sentimental human connections can be translated into tactile, wearable forms.

Working across both concept development and production, it merges creative direction with hands-on execution to shape cohesive narratives through materiality, form, and finish.



Styling upon request

04.Design


 Work spans

Product Design
Graphic Design
Books and Prints


The practice explores the relationship between space, product, and print through research-led experimentation across various forms. 

Drawing from an ongoing fascination with materiality, texture, and shape, she develops visual systems that translate spatial and environmental references into contemporary surfaces and objects.

Through this process, her work creates rhythm, narrative, and tactile experiences that bridge function with emotion and culture.