Rejina Pyo

Rejina Pyo has become one of the more closely watched names on the London Fashion Week schedule, and that critical standing is a good part of the appeal. The label is favoured by fashion-industry insiders rather than logo shoppers, so the value lies in considered, design-led pieces. If you want something with a quiet point of view rather than overt branding, it tends to reward the buyer.

Rejina Pyo is a South Korean fashion designer who was born and grew up in Seoul. She launched her eponymous fashion brand in 2014, and by 2020 the label had more than 100 stockists worldwide.

Pyo launched her eponymous label in 2014. From those beginnings the brand grew steadily, reaching more than 100 stockists worldwide by 2020 — a sign of how quickly it found an international audience.

Both, in a sense. The designer herself is South Korean and grew up in Seoul, while the brand shows on the London Fashion Week calendar — for spring/summer 2022 in September 2021, her show was staged at the London Aquatics Centre. So it pairs a Korean designer's eye with a London fashion presence.

Yes — Meghan Markle is among the people who have worn the label. She sits alongside other notable names associated with the brand, including Leandra Medine, Eva Chen and Kate Foley, which speaks to its standing among style-watchers.

The brand has been worn by a roster of fashion-world figures, including Leandra Medine, Eva Chen, Kate Foley and Meghan Markle. That mix of editors, influencers and public figures is a large part of why the label carries such credibility.

By 2020 the brand had more than 100 stockists worldwide, so it is carried across a range of retailers internationally. Among them, her designs are sold at Ingie Chalhoub's Etoile La Boutique — a useful pointer if you want to see the collections in person.

The label shows during London Fashion Week. For spring/summer 2022 in September 2021, her show was held at the London Aquatics Centre — the kind of considered, architectural setting that suits a design-led brand.

It is widely treated as one to watch. The brand has built a reputation on the London Fashion Week schedule and earned a following among industry insiders and notable wearers, from Leandra Medine to Meghan Markle. If you like discovering contemporary designers before they become household names, it belongs on the list.

Much of its pull comes from being an insider favourite rather than a mass-market name — it is championed by editors and influencers like Eva Chen and Kate Foley, and shown thoughtfully at venues such as the London Aquatics Centre. For shoppers, that means buying into a designer's vision rather than a logo, which is exactly what its following values.