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Brand to Know: IRENEISGOOD

Irene Kim’s eponymous label exemplifies her playful and eclectic personal style. After all, girls just wanna have fun... and plenty of "goodies" in their closet.

A brand that spreads good vibes through clothing that is also a mixture of all things fun and youthful? IRENEISGOOD does just that and we are 100% here for it. Launched in 2018, the label consists of what the brand calls “goodies” that range from apparel to accessories. There is no shortage of vibrant colours throughout the line and plenty of everyday pieces on the plate, too. Of course, these are pieces with an eye-catching twist to will set you apart from the crowd. Think tie-dye and rhinestone studded t-shirts, neon hoodies and denim-on-denim bucket hats.

Inspired by her mantra #GOODFORYOU, the brand is the brain child of American-born Korean model and influencer – and a Team KULALA friend! – Irene Kim. Heavily influenced by Irene’s own signature fashion style and her love to mix edgy and feminine items for contrast, the IRENEISGOOD label is all about colourful and fun pieces with a dramatic edge.

Eager for more, we stopped by a showroom in Place Vendôme during Paris Fashion Week to get the first look at the brand’s Spring/Summer 2020 collection. Remember when Team KULALA visited her studio in Seoul? This time, we opened the hot pink doors and found ourselves in Irene’s closet. Not literally, but you get what I mean. A giant neon unicorn sign illuminated the space and we’re pretty sure that every shade of the rainbow was present in the room.

In a video documenting the presentation, Irene shared that the collection mirrored her dream closet from her childhood, see: the ‘90s-inspired chunky sandals and head-to-toe outfit with cloud prints. From lime green blazers to pants dripping with sequins, there’s an outfit for every occasion on the racks.

Let’s not forget the accessories. Throw unicorn phone cases, holographic beauty pouches and tiger print scrunchies into the mix and your entire look is complete. This collection, which drops next spring, does what the label does best: reminding us that we could all use a little more fun in our wardrobes, and hopefully, our everyday lives.

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