Tagline
TENDER KITSCH LOOK
A BY A is a fashion brand launched in South Korea in 2014. It is created by a designer with blood type A, whose sensibilities bring together the contrasting aims of “A,” oriented toward basic minimalism, and another “A,” oriented toward kitsch maximalism. Centered on the “Tender Kitsch” style, which combines kitsch accents with basic fits, the brand offers womenswear, dresses, outerwear, bags, pouches, and other items, proposing daily wear that is easy to incorporate into everyday life.
Concept
With the [tender kitsch] style in which one can be comfortably dressed in a balance between the kitsch point and the basic fit, [A BY A] suggests its own witty and exquisite daily look.