Profile: Lia Sung-Yee Choi

About Lia Sung-Yee Choi : Lia Choi is an established fashion stylist, fashion professor and a fashion writer with over ten years of experience in the fashion and style industries. Lia has worked as a fashion stylist for K-Pop music videos, editorial photo shoots, ad campaigns and celebrity styling. She is an author of styling guide book [Man's attire is a strategy] and her articles have been featured in Harper’s Bazaar Korea, anan Korea and L’Officiel Korea.
Lia has consulted some of the biggest retailers and media giants in Korea, including The Galleria, Shinsegae Department Store, Hyundai Department Store, CJ E&M (TV media), SM Entertainment (K-pop artists) on creative direction and strategic trend implementation.

Graduating from Parsons The New School for Design in New York City, then attending MA at NYU, lia began her career as a fashion designer of NYC's fashion houses for 7 years, then moved to Seoul, soon became a fashion stylist.

As a domestic style expert, Lia can provide up-to-date with the latest celebrity style, emerging local street trends and seasonal retail trends across the domestic market in Korea.
As the main part of her work, she acts as a bridge to link Korea and the West through strategic communications. Communicating from, to and between different cultures to propose and facilitate a localized brand strategy for fashion businesses and organizations. Exclusive features, reports, and research analysis from Korea are planned and executed as part of the communications strategy. She performs and delivers results across all fields including fashion, beauty and lifestyle. Lia is a contributor and has written specific Korean Fashion Market Trend Reports extensively for youth market team at WGSN, the renowned global trend forecasting service founded in London. for market entry with a localized brand strategy specific to the Korean youth market.

 

Good design deserves great recognition.

A' Design Award & Competition.