The Hanbok outfits that the members wore were designed by the design companies OUWR and Kumdanje. The clothing was inspired by cheollik Hanbok, a style of the costume worn by military officials from the Goryeo to Joseon dynasties, and featured hand-embroidered traditional motifs such as the 10 traditional symbols of longevity, peonies and nature.
This interview was conducted from April 20-26 via email with Chang Ha-eun, CEO of OUWR and content designer of Kumdanje, on the collaboration with the group in Hanbok design, patterns and accessories.
Briefly introduce yourself
I am Chang Ha-eun, CEO of OUWR and content designer at Kumdanje, a first-generation Hanbok brand in Korea.
How did you get to collaborate with BLACKPINK?
I've worked with Blackpink several times on traditional Hanbok through Kumdanje. To introduce Hanbok and K-pop at this year's Coachella, we were asked to produce the group's outerwear against the backdrop of traditional Korean architecture.
Describe the Hanbok design the group wore at Coachella.
The costumes were inspired by the traditional Korean Hanbok style cheollik, or outerwear from the Goryeo to Joseon Dynasty worn by military officers at the royal palace. The silk fabric is hand-embroidered with traditional motifs, and each member's costume has different elements like the 10 traditional symbols of longevity.
What else do you want people to know about Korea through your cultural designs?
Our brand presents traditional Korean culture as well as Hanbok like props, products and costumes through cultural events and fashion shows. Our main point is pattern design because of how well it goes well with Hanbok, accessories, props and products.
What do you think about BLACKPINK raising recognition of Korean culture abroad?
First, I think that a Korean act headlining Coachella, one of the world's most famous music festivals, shows how far Korean culture has come and its development led by the younger generation. The group's first appearance in Hanbok, decoration of the stage with Hanok (traditional architecture) roof architecture, performance of fan dances and greeting in Korean were unprecedented in showing elements of Korean culture.
Any parting message for Korea.net readers and Hallyu lovers?
First, thank you very much for loving Korean culture. I also feel honored to show the beauty of Hanbok and value of Korean culture to the world through BLACKPINK's Coachella stage costumes.