LF

- Partnering up with Todd Selby, a world-famous photographer with a creative sense of space

- Enhancing the brand value by presenting the second collection of the Artist Edition, a global collaboration project

- Capturing the unique artistic sensibility of Selby in diverse products under the title, “The Selby visits London with HAZZYS”

HAZZYS, one of the most prominent brands of LF (CEO: Oh Kyu-sik) and an iconic traditional casual brand in Korea, will be endeavoring to enhance its brand value by collaborating with Todd Selby, a celebrated contemporary photographer.

For the year 2018, HAZZYS chose the world-renowned photographer and illustrator as the collaborating artist, with whom it will unveil the second collection of the Artist Edition, a global strategic product line, on March 20.

The Artist Edition is a global project that has been carried out since last year to incorporate into HAZZYS products the artworks created by artists of diverse nationalities specializing in various genres of the arts by drawing inspiration from HAZZY’s brand identity such as its logo and symbol. The first collection was presented in collaboration with Ramdane Touhami, a renowned art director and the Creative Director (CD) of the French cosmetic brand, BULY 1803 in 2017.

Todd Selby, the collaborating artist for the second collection of the Artist Edition, is a photographer and illustrator well-known for his unparalleled ability to creatively reinterpret private spaces. He also runs a website, “The Selby,” which receives around 100,000 visitors a day. He has gained international recognition with photographs of the homes and work spaces of leading fashion figures including Karl Lagerfeld, the head of Chanel, Olivier Rousteing, the youngest ever to be appointed the chief designer of Balmain, and Christian Louboutin, a luxury shoe designer. Selby is also highly sought-after by global fashion brands including Louis Vuitton, Fendi and Nike.

The latest collection from the Artist Edition titled, The Selby visits London with HAZZYS, is characterized by the original and lively portrayal of the British style, with the distinctive artistic sensibility of Todd Selby. The landmarks and symbols of London such as the Union Jack, Big Ben, Tower Bridge, British-style gardens and tea pots, London Underground, classic taxis, and public telephone booths were turned into artworks that give a glimpse into the unique perspective of Todd Selby. The artworks were incorporated into various products as patterns to create a collection with an artistic value that is worth owning.

The Artist Edition collection by Todd Selby consists of some 30 different styles ranging from clothes such as round-neck, collared, and Henley shirts, blouses, denim shirts, jeans, and dresses to accessories such as golf hats, carriers, shoulder bags, clutches, wallets and phone cases. It will be launched across all product lines including menswear, womenswear, golfwear, accessories, and kidswear. The prices will range from KRW 60,000 to 100,000 for t-shirts, from upper KRW 100,000 to mid-300,000 for bags, and be in the lower KRW 100,000 range for shirts.

Managing Director Kim In-gwon of LF said, “HAZZYS has partnered up with Todd Selby, a renowned photographer who expresses the curiosity about life and others with his own visual language to present a new collection with original energy and differentiated artistic value.” He then added, “In addition to presenting differentiated styles through diverse boundary-crossing collaborations with outstanding artists from around the world, we plan on invigorating our brand and continually build our status and reputation as a global brand.”

Meanwhile, LF Mall is offering a 10% discount coupon as well as a 5% discount that is immediately applied to all purchases for customers purchasing any items from the latest Artist Edition collection launched by HAZZYS together with Todd Selby until April 2 (http://www.lfmall.co.kr/planning.do?cmd=getPlanningDetail&datacls=38532).

HAZZY’s Artist Edition collection created with the unique artistic sensibility of Todd Selby is available at all store locations of HAZZYS nationwide and LF Mall, the official online shopping mall of LF.