Do you know what a stylist does? A stylist’s job is to analyzes new trends based on their fashion sense and create new images and styles with original concepts. Lee Dong Yun, who graduated with a degree in Urban Design and Study from Chung-Ang University’s (CAU) School of Civil & Environmental Engineering, is in charge of various celebrity styles and she was also running projects on online platforms such as YouTube. In this way, Lee Dong Yun creates a variety of styles, and she is constantly taking on challenges in fashion. Let's get to know Lee Dong Yun, who goes beyond her job as a stylist and influences the cultural industry, with CAH.
#Starting the Interview
1. Please introduce yourself for CAU students and readers of the Chung-Ang Herald.
Hello. I am Lee Dong Yun, who graduated School of Civil & Environmental Engineering, Urban Design and Study at CAU in August 2020 year. I’m a stylist and I run a select shop (Pyeon-jib-shap) trying to do a lot of fun things.
2. What is the most memorable episode while attending Chung-Ang University?
Drinking and playing with friends in the place in front of the general elective subject (GE) building, and talking with friends at McDonald's in the R&D building are the most memorable.
3. Your major doesn't have much to do with being a stylist. How did you get started working in the industry?
I've liked dressing up since I was young. A friend who knows me well once told me “I would look cool if I wore your style of clothing.” It was vacation at that time, and I started thinking that I could make money through this job. However, I failed a lot because I started without knowing it well.
4. You had a lot of interest in fashion even before entering CAU. Have you ever taken a club or GE class related to this while attending CAU?.
I have been very interested in clothing since elementary school. So, I took a GE class related to fashion at CAU, and the editor-in-chief of a magazine delivered a speech in an invited lecture. At that time, I had a great desire for fashion, so I sent him an email and begged him to let me visit the site.
#Life as a Stylist
5. Did you have difficulties with styling work due to COVID-19?
Actually, for this reason, I wanted to open an editorial shop. When I receive a request from an overseas brand, I have to receive it by courier, but due to COVID-19, overseas delivery has become difficult. In order to reduce transportation costs, during the delivery process, items often go through China. But due to COVID-19, it took about one to two months through China. The schedule is the most important in the fashion industry, but it was difficult to adjust the schedule because the most important clothes did not arrive. So I started this job thinking that if I had stock, there would be no courier problems.
6. While you are in charge of styling many actors and singers, what is the most important part among the various elements?
I work more with singers than with actors, and the most important thing when working with singers is their concept. Since a singer has a precise concept for each album, it is important to express the mood, melody, and lyrics of the song well in their style. In order to express a concept well, circumstances change from time to time. For example, accessories are usually the most important, but sometimes other things are important. So it's hard to pick just one item.
7. Most products are sponsored for work such as a pictorial. When working, do you decide on a style first before receiving sponsorships, or do you style with sponsored products?
The editor in charge creates the concept for the pictorial. Then the editor decides how to shoot the pictorial and what story to tell, and then I look for clothes related to it. I usually come in contact with a lot of clothes, so if I think a certain brand would look good in a pictorial, I contact that brand.
8. Even after completing the coordination, if the direction of clothes and makeup is different or the direction you are pursuing in terms of style is not right, how do you communicate with the people in charge?
When sharing opinions about inaccurate standards, I try to respect the opinions of others as much as possible. But even though I try, there are times when we really don't fit together, and working together at that time seems to be a negative factor for each other.
9. In the pictorial, do you directly select the model, or are you chosen as the person in charge of styling the pictorial?
As I said before, an editor is involved in the pictorial project. Because the editor is in charge of the project, he/she usually selects the model. However, there are cases that are not ordinary when I am an editor or when I am close to an editor, so I can recommend a model I want.
10. Even if you think about the style you want, there may be times when it doesn't fit the budget. How do you deal with such cases?
If it doesn't fit into a set budget, I try to coordinate as much as possible. At the end, either I persuade them or they persuade me, but I try to resolve it through conversation.
11. You are working as a stylist for people who are active in various fields such as dancers, idols, solo singers, and actors. How do the images you want to pursue differ in each field?
If I talk about the image I want to pursue the most, I see an image about what artists want to show to the public. Moreover, I am a person who spends a lot of time with clothes. I try to study the concepts more and think about what kind of images will show a specific artist’s charm more to the public. Among this, if an artist is a singer, I focus on the concept of the album, and in the case of an actor, I concentrate on their role in a movie or drama.
12. What kind of activities did you do that can combine soccer and style?
With people who are active as soccer players and models from ESteem[1], we did the styling using the famous Korean Soccer Players' jerseys and national team uniforms under the theme of 'Korean Soccer'. I think it turned out to be a fun experience. In addition to this, a new kit came out in 2023, and an editorial was also taken and is open every Monday. Through this, I want to show that soccer is not just a clunky sport and that it can be hip and cool.
13. Among the various works that you do, such as styling, soccer, shops, and creating YouTube content, which activity brings you the most pleasure?
I usually have a lot of fun in my daily life. If I put it simply, I think it's soccer. Because for me, it is not a job. But if soccer is related to work, I don't think I'd say it's number one. Styling is my main job, so I have a lot of responsibilities since I have staff I have to take care of and I also have to communicate with brand entrepreneurs, and there are pressures from that kind of work. But anyways, I still love dealing with clothes. YouTube seems to be harder than I thought. But I liked starting something new and I also enjoy making records with my friends.
14. ‘ㅋㅋㅌㅂ’ is a digital content that shows various and interesting lives of stars together with ‘1st Look’. In an era where countless styling-related videos are pouring out on YouTube, what are you trying to do to become more competitive with fashion?
People who are younger than me grew up with more information about fashion than me, and they grew up wearing various brands, so I think they have their own mood and strengths. That's why I respect them so much. I think I'm trying to accept this and I just want to share my thoughts and experiences with young friends by trying my best to the end.
15. As a stylist, where do you get inspiration for your styling? Are there any magazines or brands that you usually refer to?
Actually, I didn't major in fashion, and I still have to study a lot, so I just watch media trends. I am on Instagram from the moment I open my eyes until the second I close them. There is a separate account for digging, and I see all the things with that account through Instagram. I look at what celebrities are wearing, and when a show comes up, of course I watch it too. Also I talk a lot with my friends in the fashion industry about what to look for.
16. Among the necessary qualities as a stylist, what do you value the most?
It's okay for me to tell people about my story but I’m a little worried to give an answer that can affect people who want to become stylists in the future. What I'm good at and what other people are good at may be different. That means that there is no right answer. Maybe, sincerity? Other than that, I just want to tell you to see and experience a lot.
#Concluding the Interview
17. What is your biggest goal as a stylist?
I wish people around me could enjoy the fruits of the things that I worked hard to build. Also, I want to become a person who others can come in and rest with or sometimes hide behind when they need it. I have worked hard and will work harder, but I don't know how many things will be left out. But if I really do well, I want to share my things with people.
18. How has Chung-Ang University influenced you in your life?
There were a lot of alumni in the fashion industry, so I could get some opportunities. Also, I still have friends from CAU that I still get along with, and the strength they give me is huge. There are memories that only university students can feel and experience, such as going to MT. I think those things came together to make me the person as I am.
19. Please give some advice and support to Chung-Ang University students who are running hard towards their dreams.
I sincerely support everyone at CAU so much. Of course, there might be times where you can feel overwhelmed and tired, but don't think that you just failed. If you are prepared, that time will come for everyone. I think that those who seize that opportunity can take it one step further, so I hope all of you will seize the opportunity well. Also, do not blame yourself too much. Love yourself a lot. I think we can have a lot of strength to endure when we give ourselves a lot of support. Life can be hard, but try to find happiness within it.
Through this interview, CAH was able to learn about the thoughts and goals of stylist Lee Dong Yun, who has a deep love for styling and fashion. She goes beyond her simple role as a stylist, and is actively working with the goal of developing more cultural activities based on this. CAH supports Lee Dong Yun, who will continue to leave behind various works and has positive influences on people.
[1]A comprehensive management company that covers actors, artists, and influencers, focusing on domestic and foreign top model agencies