Joohee Nam: Styling Seoul’s Fashion Identity

Words by Maggie Arandela-Romano 

Interview interpreted by Veronica Molle

Seoul in October carries a crisp energy — a mix of autumn leaves and runway lights. During Fashion Week, that energy doubles. At the heart of it stands Joohee Nam, one of Korea’s most respected — if not the most — stylists, known for shaping how top stars present themselves and how Korean fashion speaks to the world.

Known for her calm authority and refined aesthetic, Nam’s influence extends far beyond the city. Her recent styling of Go Hyun-jung at New York Fashion Week drew wide attention, praised for its understated strength and flawless execution — another reminder of why Joohee Nam’s name resonates across the global fashion circuit.

For more than twenty years, Nam has built long relationships with celebrities, pushed boundaries gently, and now curates her own label, EnoughOne.
Her signature lies behind the iconic looks of Lee Dong Wook — from runways and red carpets to film premieres and even the Tour de France. Nam has shaped the evolution of his style, contributing to his well-earned status as a fashion icon.

Between fittings and shows, we met her in Seoul to talk about her path, her philosophy, and her minimalist brand EnoughOne, which opens a new pop-up store on October 15 — and about her vision of fashion as a bridge between cultures.

Q&A with Joohee Nam

You began your career with SG Wannabe and early actors who later rose to fame. What lessons came from those years?

Many of the artists I worked with were just beginning. We grew together. Seeing them debut and gradually find success taught me patience and faith in long journeys. That mutual growth is the foundation of trust.

You’ve remained a stylist to top names for decades. How do you keep that trust and stay relevant as trends change?

I keep a respectful distance. I don’t treat the relationship like family — I meet them for work. That way, respect stands. Also, I approach every project freshly: for a drama I read the script, understand the character; for a public event I look into what fans and the artist like. You can’t recycle looks forever. Change is part of staying alive.

How do you adapt when you’re styling abroad versus in Korea?

I pay attention to context. If we’re in Malaysia or Saudi Arabia, I check cultural norms, favourite colours, religious considerations. I always ask managers or local teams. You can’t just transplant a Korean styling approach without thought.

Celebrity styling is scrutinised — how do you cope with backlash or criticism?

I focus on the actor, the director, and the vision. Fans may notice every brooch, every accessory, but I don’t let fear of comments block creative choice. Fashion can’t always play safe

Do you have a memorable Fashion Week moment?

I’m drawn to men’s collections — details like scarves and small accessories intrigue me. I attended a Korean show where the styling of models impressed me; their simplicity held power. For new designers, Fashion Week remains a meaningful platform to be seen.

You often speak of fashion as cultural exchange. Between Korea and Italy, do you see real bridges built through style?

Yes. When I first went abroad, few knew about Korean fashion. Now, K-style and Korean celebrities are global. Fashion is a bridge because people admire and adopt foreign aesthetics. I personally admire Italian minimalists like Jil Sander and Giorgio Armani — their restraint influences my own aesthetic.

Tell us about your brand, EnoughOne. How did it start?

I wanted something clean and subtle. No loud logos. Just one piece that works without overwhelming the wearer. That’s why it’s called EnoughOne — it’s about presence without a shout.

Your brand is opening a pop-up in Seoul this month. Tell us about it.

Yes. From October 15 to 21, EnoughOne will host a pop-up store at Beige Seoul, 18 Dongho-ro 5-gil, Jung-gu, Seoul. Opening hours are 11:00–19:00 daily.
This pop-up is a chance for people to experience EnoughOne in person — touch fabrics, see the cuts, feel the identity. I hope it helps the label connect with more people directly.

Where do you hope EnoughOne goes from here?

We’re still small. Pop-ups are working well — people want to interact with clothing physically, not just see it online. I hope to expand to Japan, New York, and Milan. I want EnoughOne to find slow recognition, not hype.

What advice would you give to young stylists entering this field?

Patience. In Korea, we often worry about others’ opinions. But if you only live inside your own tastes, it’s hard. In styling, you must balance your vision with others’. You need patience, flexibility, and self-belief.

Threading Seoul’s Aesthetic

As our conversation ends, Nam adjusts the sleeve of her blazer — precise, thoughtful, the same way she approaches her work.

In a moment when fashion trends flicker and fade in the scroll of a feed, Joohee Nam stands grounded in values: trust, context, subtlety. Her approach reminds us that clothes don’t need to scream — they just need to create the right silhouette for the person wearing them.

As the EnoughOne pop-up opens on October 15 in Seoul, Nam merges her two worlds: personal styling and brand storytelling. It’s more than a store opening — it’s a touchpoint between the stylist’s hands and the wearer’s experience.

In a city redefining itself every Fashion Week, this moment is a marker: Joohee Nam’s work continues to thread Seoul’s aesthetic into global dialogue — quietly, deeply, and meaningfully.