104a Lygon Street, Brunswick East

Ph (03) 9077 7124

Boyfriend/Husband Seating: Ample

http://gyegi.com/

1. How to create a tranquil, progressive and calming atmosphere?

Refer to Figure A. Gyegi (Translation) Momentum, opportunity and chance.

A cultural journey into the world of patterned, playful and eclectic fashions straight from the quirky streets of Korea. Gyegi offers a unique approach to affordable, everyday dressing. A vibrant collection of colourful dresses, standout accessories and adaptable casual wear, set to withstand any trend season.

The first independent venture for graphic designer and owner Honie Haig, her signature label Gyegi emanates all things flirty and fun.  Honie’s mismatched line of one of a kind pieces, caters to women whose style is free flowing yet distinctive. The ‘one size’ concept may not suit all, however, there is deep satisfaction in knowing you’re the only one sporting the hottest designs at a great price. 

*Honie has been hard at work creating a line to be enjoyed by a variety of women. Go in store with an open mind, try on everything and fall in love with the darling accessories. If you like Lion in Love & Kinki Gerlinki, you’ll adore everything Gyegi has to offer.

Styling/Direction by: Natarsha Kershaw

Photography by: Jessica Eslick

Model: Tyler Payne

This blue and white floral print dress is a great example of what’s in store at Gyegi this season. Light weight, cotton and perfect for spring. Pair with Yamila necklace for something special. Gyegi have gorgeous sunglasses and cute shoes in store. A simple pair of heels or wedges that match your accessories, go for a vibrant red colour.

Can you describe you latest collection? What materials do you use?

Honie: My latest Spring/Summer collection draws on classic cuts with contrasting brightly coloured, patterns, lightweight summery fabrics and some eclectic designs.

Gyegi clothes use cotton, poly and rayon-based fabrics. I want the range to be either machine wash or hand wash – no dry cleaning. A strong feature of the label is that it’s fun to mix and match the various garments – that’s all part of the fun.

Attention to detail: What should you look for? (Fabric, stitching, colour, style)

Honie: A good sense of colour is important to me. Sometimes subtle, but often strong, bold, fun colours are really part of the Gyegi style.

Patterns are important too. I think many Melburnians are afraid of colours and patterns, so I’m out to change that a bit! I love pockets so there will often be pockets on many Gyegi tops, dresses and smocks. Gyegi is quite distinctive. Customers often tell me “every time I wear Gyegi, people always comment and compliment me!” So they keep coming back.

It’s all about patterns. Don’t play it safe. This gorgeous top can double up as a dress. The black and white print is screaming for some colour. Pair with a thing bright belt to create shape and a unique necklace or scarf. We’ve used another one of Yamila’s amazing pieces. The grey textures work with the earthy/hippy like bag. Wear with ankle boots to give height to avoid looking dowdy.

How long had you been preparing for the launch of your business? What are your goals now that you’ve reached this point?

Honie: Mentally, I would say I started about eight years ago, got serious about it five years ago. Two and a half years ago started my own label in a small way so I could research the market and see how my clothes related to various target audiences. I opened my store nine months ago, so now it’s full steam ahead! My ultimate goal is to have several stores around Australia, some in New Zealand and maybe even some in Korea.

Shopfront vs. Online?

Honie: Online is attractive but it depends on the label. it’s a great way to test the market. In the long term, online could be a big part of my business. Gyegi is, for the most part, a ‘one size fits all’ concept which means you can buy online easily.

We’re now selling on www.littlerockboutique.com

Gyegi has a great selection of every day pieces that can transfer from day-to-night. Try pairing an elegant dress with interesting accessories. Using a thing belt as a head piece can be a unique touch to a simple outfit. A fabric flower embellishment really lifts this outfit from standard to standout. Pair with tights in the winter or free flowing in the summer.

Is their fierce competition among other designers in Australia? What advice do you have for people who are planning on starting a line or opening a store?

Honie: I think it’s quite important to be different, to stand out and to offer something you don’t see everyday. The store location has to be right, your pricing right, your clothes. Personal and professional networks are proving to be invaluable thus far. And a good graphic designer, perhaps even a merchandising expert is handy too!

How important is it to support local trade in your opinion?

Honie: Very important. Even though my clothes are made in Korea (but then, I support my own country as I’m Korean!) I like to buy from locals. I buy with them, support the local community. In fact, I rely on locals shopping here and even just dropping by to say hi – it’s nice to be part of the ‘Lygon Street gang’! You get to know people and can make recommendations based on what they bought last time and really help them.

Floral and polkerdots, a combination that surprisingly works well. This top has gorgeous detailing on the back but looks equally stunning from the front. Keep the accessories simple, avoid looking over styled. Wear tucked with pants and/or a belt. We just love this cute purse, with lots of others in store so check them out.

What advice can you give to people who imitate famous people’s fashion sense and follow trends?

Honie: Well, I guess many people want to be in the ‘in crowd’ and will copy what’s out there. The most creative people develop a look and a sense of style that is more personal and relevant to themselves which is related to what’s ‘in style’ without being an unimaginative copy. It sounds simple, but be yourself! If you’re not yourself, who are you!?

For the eclectic, urban dresser: A fabulous jumper/top with a lacey fabric print on the front and plain on the back. Wear with leggings or pants and play around with the funky accessories. Permission to go overboard, we couldn’t resist!