Often found at theaters and museums, Kwon Mee-yoo has covered a wide range of cultural fields from K-pop and dramas to theater and fine art for over a decade. Now as K-Culture Desk editor, she tries to connect Korean culture with global readers through fresh perspectives.
Missha enlists help of painter to give products artistic touch
By Kwon Mee-yoo
Missha's new spring collection portrays a woman with curly pink hair and colorful glasses with butterflies flying around her. The drawing on the case of the cosmetics company’s new “What a Lovely Moment” line is attracting interest from customers.
The picture is ``Sealed Smile’’ by emerging artist Kim Ji-hee with whom Missha, a leading beauty brand owned by Able C&C, has launched its 2012 spring/summer collection this month.
The Seoul-based cosmetics maker said Wednesday that that its new artistic works will be a big hit thanks to the fame of 28-year-old Kim, known for her portraits of young women in big glasses and braces to represent the inconsistency of contemporary people who hide something behind masks and feel lonely.
"Young, hip people want unique, collectible items. We decided to work with Kim not only because she is a young talent leading the Korean pop art scene but also because her colorful paintings go well with our image of spring makeup," Kim Sun-a of Missha said.
Missha's new spring look is in two color themes of "Lovely Natural" and "Lovely Pastel,” an array of bright colors for trendy spring makeup. Kim's artwork is seen on the case of Signature Velvet Art Shadow, Signature Glam Art Rouge and Signature Glam Art Gloss. The items stand out from other cosmetics, mostly in solid color cases of black or white.
Missha has done more than just put Kim's painting on its cosmetic cases. The company has introduced the artist and her artwork on its website and brochure. Those who buy any cosmetics featuring Kim's artwork will receive a handkerchief, pouch or canvas bag with the same drawing on it.
"By explaining about Kim's works in diverse ways, customers will understand her art better and respect the products as a piece of art," the Missha spokeswoman said.
Other collaborations between fashion brands and artists include Louis Vuitton and Takashi Murakami as well as Levis and Damien Hirst. In Korea, bag brand Sonovi is known for working with renowned artists such as Chang Ucchin and Kwon Ki-soo.
Bags or clothes with artist’s works are usually only sold as limited editions, attracting customers to buy them while available. “The collection was just launched last week but we expect an increase in sales,” the spokeswoman said.