It’s onerous to overstate the facility of Baekhyun. The multi-talented singer and dancer, who first broke onto the scene as a member of EXO (the Ok-pop phenomenon final seen closing the 2018 Winter Olympics), has a social following within the thousands and thousands (12.6 million on Instagram alone) that’s extremely engaged. In January, as an illustration, he posted a filtered snap of a corn streusel muffin on a white plate, and the vegan bakery instantly offered out its complete inventory; so did the platemaker. Quickly after, he appeared in a video carrying a nondescript white long-sleeve tee; it too offered out inside hours. Now, a brand new label is neatly tapping into that affect by appointing him to his personal model: Privé by BBH, which is able to launch July 1 with an preliminary six-piece assortment of unisex streetwear, to be adopted by month-to-month drops.
The undertaking started final yr when New York and L.A.–primarily based trend editor and stylist Danyl Geneciran got here onto Privé as model director; quite than discover a well-known face to blindly endorse the garments, he needed a real collaborator. “I really wanted an artist to be hands on and really committed to being part of the brand,” he says. Throughout his time as trend editor for L’Officiel, he labored carefully with SM Leisure, the Korean leisure firm that manages EXO, and thought to achieve out to them (admittedly, additionally imagining Baekhyun’s bandmate Chanyeol, a vocal trend fan)—they instantly got here again and recommended Baekhyun, now Privé’s co-creative director. Their first assembly happened in October at SM’s HQ in Seoul. Baekhyun arrived in head to toe Supreme, save for a pair of Balenciaga sneakers—“and that’s when I saw the fit,” Geneciran says. “His personal style.”
“Lately, I’d been thinking that I’d like to wear clothes that my thoughts have gone into,” Baekhyun tells Vogue. “And so, I was so incredibly excited to collaborate with Privé—because I too love streetwear, I wanted to make street clothes!” The star describes his personal type as hewing to straightforward fundamentals that also catch the attention—his excellent summer season outfit, as an illustration, is a white tee and denims—ergo his desire for the straightforward sweats that characterize most streetwear. “When you imagine comfy and cool clothes, it’s definitely streetwear, isn’t it?” he provides, smiling.
The preliminary launch will characteristic six traditional items—three of them are previewed solely within the slideshow, under, with design notes—adopted by month-to-month capsules of one other six to 10 items every, which is able to embrace extra complicated gadgets like bomber jackets or lengthy puffers. The gathering took form over a interval of a number of months, the place Geneciran hovered between China, Manila, and Tokyo and flew to Seoul when summoned throughout Baekhyun’s spare hours, of which there are few. At first, Geneciran recollects, Baekhyun appeared nervous. “He was telling me he had never been to any Fashion Weeks, he didn’t know how to sew or anything like that,” Geneciran says. Thus he put painstaking thought into each element—learning magazines and runway photographs, even bringing his personal sketches to conferences. In Baekhyun’s view, the Privé line is “cotton, the color white, no prints,” he says. “I selected cotton as a result of it’s snug. The rationale why I selected white for the hoodie and tees is that the Privé emblem was so fairly, I assumed a white background with simply the emblem proper there was one of the best.”
The Privé group additionally gave Baekhyun a Contax II movie digital camera, and the pictures on the items—self-portraits, contact sheets—have been shot by his personal hand. Different gadgets characteristic his handwriting, in addition to phrases and lyrics of his. “I’ve been taking pictures and drawing favorite words of mine,” Baekhyun says, referencing one of many central themes of the capsule—the phrase fearless, which seems in a number of kinds. “I’ve been making and looking at logos too, and coming up with a lot of ideas!” Baekhyun provides. “Since a lot of my thoughts have been incorporated, everything has been so much fun.”
In a way, the gathering serves a second perform as customized merch, mirrored within the reasonably priced value vary: tees for $35, sweaters for $45, crewneck sweatshirts for $75, and hoodies for $90, determined partially together with his younger fanbase in thoughts. “We don’t want to consider ourselves as a competitor to other high-end fashion street brands,” Geneciran says. “We’re just a street brand that’s commercially available and accessible to everyone.”
Privé by BBH will probably be obtainable July 1 on priveny.com.