Hailed as one of the first female designers in Korea to design men’s ready-to-wear at an international scale, Madame Woo – one part of the mother-daughter duo behind Wooyoungmi – is one the most influential women in Asia. Her unique take on menswear is renowned for its sophisticated cut, masculine yet sensitive approach and modern South Korean slant.

“When I first started the label, the Wooyoungmi man was smart, structured and gentle even, much like my own personality,” says Madame Woo. “Since my daughter Katie joined, the label has become much more relaxed and more artistic, pushing the boundaries of our aesthetic.”

Like most mother daughter relationships, working together isn’t always easy. In fact, “challenging” is how Madame Woo describes it. “My generation is so different so sometimes we do argue, but through this, we find new ideas and push things further than we ever have before,” admitting, “I’m enjoying this kind of energy.”

The Autumn Winter 2016 collection is inspired by a family garden that Madame Woo spent much time in. Reflecting upon this unruly yet dreamlike landscape, they explored the surreal and abstract with a softness that comes through in felts, suede and knits in relaxed, oversized silhouettes. “There are a lot of advantages to being a women in menswear,” Woo says, reflecting on her design process. “I don’t design for myself so I find I can push my concepts and imagination much further without limitations.”

The label is based in Seoul where menswear itself has also found new ground in recent years, as men are becoming more experimental in style. “There have been huge changes [in Seoul] over the last 10 years. This new generation is wanting to try new things and create their own unique style - something which you never saw before.” And, right at the forefront of this movement is Wooyoungmi.