Kirin, the trendy new brand from the New Guards group

After Virgil Abloh and his Off-White brand, it’s the turn of Peggy Gou, the new electronic music sensation, to try her hand at ready-to-wear with a first collection just like her.

From the decks to the racks

Peggy Gou. Her name might not ring a bell, but this young South Korean woman has already conquered the world. A renowned electronic music virtuoso who rocked the dance floors this summer with her heady track “It Makes You Forget”, she has already set herself the new challenge of winning over the fashion industry.

Christened Kirin (i.e. Giraffe in Korean), her avant-garde label is none other than a new opus from New Guards, the Italian textile group that is also in charge of producing the explosive Off-White brand headed by media darling Virgil Abloh, who is now artistic director of Louis Vuitton Menswear.

What do they have in common? Strong musical roots (Abloh is also a DJ), but above all a keen sense for streetwear, revisited with daring and creativity, which reflects their personal style.

Colourful and joyful streetwear

Ultra-vibrant colour blocking, animal prints with mythological accents and clubbing references: the Kirin woman embraces a playful wardrobe in which lime rubs shoulders with violet, red adapts to head-to-toe denim, and the giraffe and tiger make an appearance in night-owl culture.

In her latest collection, we also find irresistible vinyl trench coats, touches of reflective materials, a leather patchwork and a kimono with urban aspirations, all in a totally Instagrammable aesthetic.

“When I really like what I am wearing, I have confidence anywhere I go,” explains Peggy. “I want anyone who wears Kirin to feel confident. Kirin is for everyone!” she adds. It remains to be seen if everyone will like Kirin!