Tagline
Youth, Diversity, confidence
CURETTY is a young streetwear and womenswear brand from Seoul, South Korea. Launched in 2017, the brand is led by designer Woo Jin-won, representative of Space Station. Its name combines “Cute” and “Pretty,” and its philosophy is to reject conventional standards of beauty and express diversity. It offers clothing, bags, and accessories that reinterpret youth culture, archives from the 1990s and 2000s, and Y2K high-teen elements. The brand is also known outside South Korea for being worn by K-pop artists such as BLACKPINK.
Concept
Rejecting conventional standards of beauty and expressing diversity