Seoul, Korea
Seoul, Korea
2022 | RE-BRANDING
MUSINSA BEAUTY is a new type of beauty platform launched by MUSINSA, Korea’s largest fashion brand.Rooted in the attitude of exploring beauty without borders, embracing every challenge, and respecting diversity, it develops professional beauty content that reflects a bold and inclusive spirit.
The rebranding project encompassed BI, BX, UX, and visual identity, along with creative direction across campaign production, branding, design, and execution. This initiative marked a new chapter in beauty, presenting a vision that is bold in spirit and borderless in scope. Moving beyond genderless into borderless, the project redefined beauty as expansive, diverse, and forward-looking.
Emerging from Musinsa’s fashion community, Musinsa Beauty establishes itself as a platform for exploration, innovation, and cultural reinvention—an evolution that continues to push the boundaries of what beauty can be.
BE BOLD AND BORDERLESS BEAUTY
경계없는 과감한 아름다움, 무신사다운 뷰티
무신사 뷰티는 패션 플랫폼으로 시작한 무신사에서 선보이는 새로운 형태의 뷰티 전문관입니다.
우리는 아름다움에 대한 경계없는 탐색, 시도와 도전에 보내는 아낌없는 박수,
다양성에 대한 존중의 태도를 기반으로 무신사 뷰티만의 전문적인 뷰티 컨텐츠를 만들어갑니다.
MUSINSA BEAUTY is a new type of beauty platform launched by MUSINSA.
We create professional beauty content based on the attitude of “exploring beauty borderless,
giving big hands for every challenge, and respecting diversity.
경계없는 과감한 아름다움, 무신사다운 뷰티
무신사 뷰티는 패션 플랫폼으로 시작한 무신사에서 선보이는 새로운 형태의 뷰티 전문관입니다.
우리는 아름다움에 대한 경계없는 탐색, 시도와 도전에 보내는 아낌없는 박수,
다양성에 대한 존중의 태도를 기반으로 무신사 뷰티만의 전문적인 뷰티 컨텐츠를 만들어갑니다.
MUSINSA BEAUTY is a new type of beauty platform launched by MUSINSA.
We create professional beauty content based on the attitude of “exploring beauty borderless,
giving big hands for every challenge, and respecting diversity.
NEW STANDARD
MUSINSA Beauty embraces boldness without rules, limits, or borders.
Unadorned and unfiltered, your true self becomes the standard of beauty,
a vision that lies at the very heart of what MUSINSA Beauty stands for.
FROM BLACK TO RED
Born from fashion, MUSINSA now expresses its vision for beauty
through a color charged with intensity.
The red of MUSINSA Beauty is fresh, bold, and unapologetically powerful.
‘
Without boundaries, without constraints. MUSINSA envisions a new horizon of beauty.
Break free from the standards you’ve been told to wear. Uncover the beauty rooted
deep within and let it rise to the surface. Beauty doesn’t have to be ornate or conformed.
What we hold within us, in its purest form, is already enough.
MUSINSA BEAUTY
2022 BE BOLD AND BORDERLESS
Campaign Creative & Art Direction
Campaign Film and Visual Content Development
Credit List
Creative Director Sora Lee
Photographer Jaehoon Kim
Film Director Andy Kim
Art Director Gree Bang
Prodcucer Gree Bang
Make-up Sukkyung Lee
Hair Hongmoon Ahn
Set Art Minkyu Jeon
Styling Jeongyong Park