Inside Lane Crawford’s debut of emerging Korean fashion label Epingler in Hong Kong
On a quiet afternoon in Seongsu-dong—Seoul’s once-industrial district turned creative enclave—designer Lee Hye-yeon fastens a pin to fabric. It’s a sartorial gesture that lies at the heart of Epingler, the label she founded in 2020, and a quiet metaphor for her approach to fashion: emotional, experimental, practical and rooted in care.
Thanks toLane Crawford, Lee’s poetic ethos makes its Hong Kong debut as part of the Seoul Fashion Market—a vibrant pop-up conceived in collaboration with Victor Showroom, a sales and consulting agency that champions Korean designers on the international stage. Running from July to September 2025, the initiative brings Epingler to Lane Crawford Times Square, alongside other emerging labels including Sundayfruitmarket, Nothing Written, Atelier Edition and Sienne.
What sets Epingler apart is its Western-inspired aesthetic tailored to suit the Asian body. Think denim pieces with pleats, exaggerated collars and deep V-necks rendered in breathable fabrics, alongside a hyper-feminine line of floral appliqué cardigans, vests and long dresses.
At the opening of the pop-up marketplace, Tatler sat down with Lee to discuss Epingler’s latest spring-summer 2025 collection, evolution and future aspirations.
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Epingler designer Lee Hye-yeon (Photo: Lane Crawford)
Congratulations on your Hong Kong debut with Victor Showroom and Lane Crawford. What does this milestone mean for the brand?It is a significant milestone to debut in Hong Kong alongside Victor Showroom and Lane Crawford. This moment highlights Epingler’s growing presence and evolving identity within the Asian market, marking an important step towards regional expansion.
Your background includes fine arts and fashion design. How has this shaped your creative process at Epingler?Training in fine arts instilled a strong understanding of proportion and visual harmony, which continues to influence everything from silhouette construction to editorial direction. This foundation extends beyond apparel—it shapes everything from approving moodboards to curating Instagram visuals. For Epingler, fashion is never just about garments, but a broader visual and emotional language.
Tell us about the spring-summer 2025 collection presented at Lane Crawford. What inspired it? The collection is aligned with summer’s lightness and vibrancy. Departing from darker tones, it begins with bright whites, evoking the freshness of a garden in bloom. The line explores organic silhouettes, vivid colours and rich textures—elements that reflect Epingler’s evolving aesthetic and future direction.
Epingler display at Lane Crawford's 'Seoul Fashion Market' pop-up (Photo: Lane Crawford)
Since launching in 2020, how has Epingler’s design language evolved—and what core elements remain?Epingler began modestly, with just three designs created with the help of university peers. It was in 2020, with a broadened SKU count, that the brand’s visual identity truly took shape. Early on, detailing was minimal, reflecting the local market’s preferences. As the brand matured, both its vision and voice became more defined. Each collection now includes at least one signature detail—be it a unique fabric or a technical accent. The spring-summer 2025 collection represents the clearest distillation of Epingler’s creative ethos to date.
How would you describe the Epingler consumer? Epingler customers express themselves with sincerity and possess a distinctive personal style. While not everyone fits a single mould, the brand has seen its community grow steadily through pop-ups and direct engagement. Many long-term customers share that the designs feel more compelling in person, contributing to lasting relationships and repeat purchases.
Epingler spring-summer 2025 collection (Photo: Epingler)
Epingler spring-summer 2025 collection (Photo: Epingler)
Epingler spring-summer 2025 collection (Photo: Epingler)
Epingler spring-summer 2025 collection (Photo: Epingler)
Epingler spring-summer 2025 collection (Photo: Epingler)
What are your hopes for Epingler in the years to come?The brand remains committed to sincerity and staying true to its original purpose. Rather than chasing trends, Epingler’s approach is to focus on its strengths—trusting that with consistency and care, new opportunities will follow. The future promises exciting possibilities across formats and collections.
What can we expect next from Epingler?Following strong customer response during the Chuseok holiday, the team is developing a new capsule collection tailored to domestic tastes. Plans are also underway for a long-term pop-up at Beaker Cheongdam.
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