AJOBYAJO SS24 Counters Stereotypes at Seoul Fashion Week

AJOBYAJO continues to be one of the most anticipated brands of the season to hit the Seoul Fashion Week circuit. This Spring/Summer 2024, the collection, which is titled “SHADOW BOXING” places a mirror in front of each individual, asking them to reflect on their inner demons. Posting to social media ahead of the show, AJOBYAJO shared a video of a hand held branded mirror, which was given to each attendee. The caption of the video posed the question, “The one you are fighting against is yourself?” setting the tone for the show.

Taking a page from Gucci’s twins show, the collection was presented through a series of twin models, wearing the same or similar outfits down the runway. Staying true to its streetwear roots, the pieces continue to resists stereotypes based on age, gender and occupation. The latest season sees AJOBYAJO go against the grain, taking conventions away from typical storylines, bringing back old-school comfort-focused apparel to the center. In an exclusive conversation with Hypebeast, the designer explained,

“The theme for the AJOBYAJO 2024 SPRING SUMMER COLLECTION is “SHADOW BOXING.” It explores the idea of, ‘Could the opponent I fought fiercely against turn out to be myself?’ This narrative is expressed through AJOBYAJO’s unique style.

In creating this narrative, the animation “DOROHEDORO” served as a significant inspiration. The characters in the animation do not neatly fall into categories of good or bad; it raised questions about what they are fighting for. This notion triggered my imagination.

As a result, the lookbook was shot with twin models who, though identical in appearance, face various situations. Additionally, to create a futuristic end-of-the-century atmosphere, we collaborated with artist HAZEM based in Milan to use AI to draw the background for the lookbook.

The fashion show is based on AJOBYAJO’s pursuit of “diversity.” We wanted to showcase individuals who are fighting and enduring somewhere, and we aimed to make viewers closely examine whether they are looking at themselves or someone else. That’s why more than half of the outfits are presented as twin looks. We hope that people will imagine different characters and situations through the models on the fashion show stage and their outfits.

In this show, you can also expect to see AJOBYAJO’s signature oversized and layering styles. While rooted in street fashion, there is a deeper and more profound quality to the collection compared to previous ones.”

The collection features a string of oversized silhouettes that consist of baggy t-shirts, shorts, button-ups and sweatshirts that feature the brand’s signature logos. The collection also includes utilitarian looks that see the brand elevate its looks with tailored suit peaces like trousers and militaristic overcoats. Other pieces include tie-dyed bomber jackets that are both for aesthetic and function in the transitional seasons. When it comes to showing in Seoul, the designer notes, “Korean street fashion follows a certain framework. Seoul has been growing as a globally popular city, but it can also be more conservative than one might think. Many people find it quite unfamiliar when someone breaks away from that framework. Therefore, Seoul challenges me to be bold. AJOBYAJO wanted to break that mold, and that’s why we wanted to showcase our unique style through a fashion show at Seoul Fashion Week.”

Take a look at the collection above.

In other Seoul Fashion Week news, BLR SS24 is all about youthful rebellion.