This It Brand Blew Up 2 Years Ago—Here's Why We're Still Obsessed

Welcome to Into Labels, a Who What Wear column that profiles the designers behind the brands we can't stop talking about.

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Rejina Pyo

Fashion designers will tell you: The hustle is hard and relentless to get a label off the ground and into the actual closets of women everywhere. Some forever remain more niche and under the radar, and then there are those who blow up seemingly overnight and end up on everyone's dream list. Rejina Pyo falls into the latter.

Sometime around 2016, her modern, strong-silhouetted pieces started popping up everywhere. Even we declared the London-based Korean designer as a new fan favorite (see: "The Fashion World Has Spoken: This Brand Is Going to Be Big"). While Pyo's label technically launched in 2014, by the time fashion got ahold of her anti-saccharine use of ruffles, charming button details, and those unapologetically puffy sleeves, it held on tight. In fact, Pyo says major retailers like Net-a-Porter, Browns Fashion, and Harvey Nichols all picked her up in the same season and continue to carry her new collections to this day.

But If you need further proof that the Rejina Pyo line has found a long-term home in our closets, just look to the designer herself. She explains her customer as a woman who's bold and nonconforming—in other words, someone we can all aspire to be. Read on for more about how Pyo launched her It brand into existence and what's next.