MOMENTEL: The Fallen Angel of Fashion
South Korean designer Suyeon Jeong, opens up about her love for Asian culture and the “fallen angels” of Wong Kar-wai
Between themes of love, divine beings and angels, Seoul-born brand MOMENTEL is connecting the ethereal with the earthly and allowing us to enter into a space where celestial beings and love coexist.
Enchanted by the cities of Hong-Kong, Taipei, and Tokyo, MOMENTEL infuses each collection with a blend of the divine: expressions of love, as well as themes of resilience and strength to create garments that serve as a canvas for self-expression, and a place for individuals to explore their own stories and emotions through fashion.
GATA sat down with MOMENTEL’s designer Suyeon Jeong to navigate the themes the brand presents and discuss the brands’ core values and vision.
Could you introduce yourself and tell us about your background before founding MOMENTEL?
My name is SUYEON JEONG and I was born in 1992. Before starting my brand MOMENTEL I majored in modern dance and pursued a career as a dancer.
What sparked the idea to launch MOMENTEL, and what inspired you to pursue a career in fashion?
After a long time of working as a dancer, I grew tired of it and wanted to expand and try something new. I’ve always had an interest in expressing and creating. Combined with my liking for clothes, it all connected and sort of became a new turning point for me.
Please introduce MOMENTEL to us, how did it start, and how would you describe the brand?
MOMENTEL was born to redefine traditional Asian fashion norms in a witty and bold manner. I'd like for it to be known as a brand that pushes boundaries and challenges the status quo.
We know MOMENTEL is based in Seoul, how did the city shape the brand, are there any other cities you take inspiration from?
Seoul contributes significantly in terms of inspiration for me, which contributes to the creativity found in MOMENTEL's designs. In addition to Seoul, As slightly mentioned earlier,I emphasise expressing Asian culture in a witty manner, with particular emphasis on cities like Taiwan, Hong Kong, and Japan. These places offer a diverse array of influences. I'm consistently drawn to the unparalleled beauty inherent in Asian culture, which I wholeheartedly embrace and celebrate through the essence of MOMENTEL.
The theme of “super angels”, and “angels” in general seems prominent in your brand. Any reason why? And which other topics do you focus on exploring?
I'm captivated by Wong Kar-wai's Hong Kong film, Fallen Angel, although I haven't actually finished watching the movie yet. I imagine the final scene of the movie to end with a strong angel emerging. The other themes I focus on with MOMENTEL are love and strength. I try to work with the Chinese characters for "love" [愛] and "power" [力], as I believe that products can be created with abstract and interesting stories.
At first glance, MOMENTEL embodies innocence, girlhood and purity as well as themes of darkness and alternative overtones. Is that intentional?
MOMENTEL’s clothing and jewellery are usually designed by imagining a certain space, as if I’m going to meet someone for an appointment or I’m in a certain place. I imagine myself becoming cheerful within it and then I get excited for the idea.
“ I believe that products can be created with abstract and interesting stories.”
What are the key values that MOMENTEL aims to convey through its clothing collections?
My fundamental belief is that clothing collections should inspire individuals to showcase their distinctive characteristics. I envision each outfit as a narrative, offering insight into the wearer's personality and the context of their destination.
What are some of the signature pieces or styles that have become synonymous with the MOMENTEL brand?
Mostly it’s themes like love and angels which can be seen often in my designs, which primarily features full-printed clothing. My aim is to capture the essence of everyday life in a clever Oriental style, infusing wit into each piece.
What sets MOMENTEL apart from other fashion brands, and how do you ensure its unique identity shines through in every collection?
From the design process to photography and model selection, our goal is to set ourselves apart from other brands. I'm particularly fond of creating distinctive, exaggerated videos or clever photoshoots. I strive to imbue MOMENTEL with these unique elements to ensure it stands out effectively.
“It’s important to me that people find deeper significance in their fashion choices, adding colour and liveliness not only to their attire but also to their living spaces. ”
As the founder of MOMENTEL, what values do you prioritise most in your brand's philosophy and operations?
To be remembered as a brand that continues to bring freshness to people. Not hesitating to try new things.
Please describe your latest collection to us, what inspired it? How would you describe it?
The 24SS collection expresses the essence of individuals who find themselves exhausted from life. It portrays the image of a sick angel, seemingly living a picturesque life, yet concealing its true weariness behind a facade.
Finally, how do you envision the legacy of MOMENTEL in the fashion industry, and what mark do you hope it leaves on the world of fashion?
Rather than striving for short-term success, my aspiration for the brand is to leave a lasting imprint in people's memories. I envision MOMENTEL as a source of wit, sweetness, and excitement that continues to resonate with individuals over time.