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Date 13.11.2011
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Hyun Yeu receives The Dutch Fashion Incubator Award 2011

When young designers compete, they share their struggles and short-term ambitions; charm evaporates to the point of serious consideration. Hyun Yeu did not only make his point, he was transparent as crystal in the video introduction as nominee during last Friday’s ceremony of the Dutch Fashion Awards 2011. The only competitor showing a solo menswear collection, his attention naturally falls towards retail considerations –“It’s very important for my own development to dialogue with my selling points, I need to grow in order to let my product evolve”. Certainly, a well prepared formula when looking to achieve the desired commercial objectives.

His label ADO LES SCENTS convinced the international jury to give him such an opportunity. The most prestigious Dutch department store de Bijenkorf will merchandise his FW2012 capsule collection next year through a pop-up store in house. Having graduated from Amsterdam’s Rietveld Academy, Korean designer Hyun Yeu’s education will now continue as he shapes to conquer global markets! Congratulations!

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