Osoi

In 2016, Heejin Kang created a label in the image of her personality and style. Based in Seoul, Osoi was the result of an ambition to modernise and reinterpret womenswear staples in an affordable, accessible way. Osoi is a Japanese term that can be translated as "slow, unhurried", reflecting the brand's values and the feeling of freedom that its pieces evoke. Freedom from trends and life’s demands, with the strength to go against other people’s views. And rather than aiming for decadence, the Seoul brand simply draws on its technical expertise to design and create classics for the modern age. The emblematic bag of the South Korean label is undoubtedly the Toni Mini, with its very nineties feel. Its round moon-like shape, its soft and supple leather and its metallic hardware make this small sculptural bag an essential for any fashion-forward fan. Its uncompromising simplicity and industrial feel allow it to cross different styles. Simultaneously urban and chic, it also brings a touch of rock 'n' roll. First created in a deep black hue, this curvaceous bag quickly became available in new shapes, colours and materials. From beige to green, to brown and then blue denim, it is now even softer and more versatile with its recent Hobo design. One of the keys to the bag’s success is that not only is it cute, its adjustable strap is super-practical, too. Equally minimalist and comforting are the Mini Brot and Pecan Brot bags, which can be worn cross body or on the shoulder for a functional, streamlined feel. The even more original Circle bag, with handles that form a circle, is a little less androgynous and more feminine, while never falling into the cliché of a lady's handbag. Au contraire, it still reflects the sophisticated modernity of Osoi, a signature that has allowed the brand to travel beyond its borders and build a community of followers in Europe.