Contemporary fashion
Alan Chung
Alan Chung develops a contemporary adult wardrobe shaped by Seoul proportion, Chinese restraint and European tailoring.
Business profile
A restrained design language for a contemporary wardrobe.
Alan Chung is organised around product identity rather than seasonal novelty alone. The proposition combines Asian proportion and restraint with the construction and discipline associated with European tailoring.
The intended result is a coherent adult wardrobe: recognisable without becoming costume-driven, and contemporary without depending on short-lived visual trends.
Portfolio platform: DAMAM SARL
Operating focus
Wardrobe designA coherent modern adult wardrobe rather than disconnected products.
Cross-cultural languageAsian proportion and restraint interpreted without costume.
TailoringStructured pieces, construction and contemporary classics.
Product identityA restrained and recognisable vocabulary across the proposition.