“Finding our place in the noise”: interview with Yoon Ahn On the occasion of her collaboration with UNIQLO, we exchanged a few words with the designer of AMBUSH

In a few years, Yoon Ahn's name became that of an authority in the fashion industry. The unique aesthetic of her striking jewels inspired by everyday objects has decreed the success of her brand AMBUSH, which has expanded over the years to the production of clothing and now has plans to expand its offer to bags and shoes. This same success led Yoon Ahn to become jewellery designer for Dior, to collaborate with Nike and, more recently, to work with UNIQLO UT on the LOVE MINNIE MOUSE by AMBUSH collection. The capsule created under the creative direction of Yoon Ahn starred the Disney character of Minnie and represents AMBUSH's desire to appeal to a wider and younger audience. 

You and Virgil Abloh aren’t traditionally-trained designers, yet you became two of the most admired names in the fashion scene. Do you think this fact is the symptom of a shift in the role of the designer in general, both in terms of training and expectations? And if so, how is that role changing?

Having a point of view and an ethic of working hard isn’t something school can teach you. I am not saying the school isn’t important. We live in an era where you can have a direct connection with the customers and have your own space to display and protect your work. Just work hard and output interesting things. 

Many believe that in 2020 fashion will start to move on from streetwear. How will AMBUSH face this change? 

Fashion doesn't have enough terms to describe all different types of casual wear, so the industry clumped everything together as streetwear. Casual wear will never go out of style. The world is big, and there is a vast audience that lives outside of the fashion cycle and trends. For AMBUSH, a shift in trend is not the main challenge we face. It's more about personal growth as a brand as we mature and making sure we get better season after season while finding our place in this constant flux of noise out there.