PORTFOLIO

GUHEE CHUNG

Creative Director

I'm Guhee, a creative director and certified yoga instructor with over 15 years of experience in the fashion industry. I specialize in design-focused branding and visual storytelling.

As a strong communicator and leader, I’ve guided diverse teams, seamlessly blending global trends with local aesthetics to deliver culturally relevant designs. Building on these experiences, I’m now expanding my career to focus on well-being—a core life value—integrating it into sustainable and meaningful design narratives to inspire and share.

Select Works

LILY 
ANNA SUI ACTIVE
D'ZZIT
DAQD         culture call

LILY

Womenswear, Shanghai, China

My recent work with LILY focuses on enhancing usability by redefining the traditional business look. It reinterprets commuter style with an emphasis on practicality, combining comfort and functionality to create a versatile and trendy look. Through this, I proposed a commuter look tailored to the dynamic lifestyles of busy city dwellers, empowering them through a single, thoughtfully designed garment.

Anna Sui Active

activewear, Shanghai, China

Anna Sui Active is an activewear brand that was first launched in Shanghai. Building on the bohemian heritage of New York fashion designer Anna Sui, I created a fashion-forward athleisure collection that combines style and performance. The brand quickly gained traction by carving out a niche market, attracting customers seeking something unique and fresh among mainstream athleisure brands.

D’zzit

Youth fashion, Shanghai, China

At D’zzit, I led creative initiatives targeting the digital native generation—trend-conscious individuals with a unique and original sensibility. To foster meaningful connections and expand the brand’s social network, I actively utilized playful collaborations with K-POP artist Hyuna, Disney, and Warner Bros., reinforcing the brand’s identity and dynamically engaging with its audience.

DAQD

High street fashion, Seoul, Korea

DAQD, which stands for "DO AS QUEEN DOES", is an independent high street fashion brand I launched in Seoul in 2014, inspired by the vibrant New Jack Swing culture of the 1990s. With its bold aesthetic blending glam and sportiness, the brand quickly gained recognition from the media and K-pop stars. DAQD became a cornerstone of my journey, opening doors to further opportunities in the global fashion scene.

CULTURE CALL

womenswear, Seoul, Korea

Culture Call is my first startup brand, embodying the charm of London vintage with a kitschy twist. Featuring British model Agyness Deyn as its muse, the brand garnered attention as a fresh and innovative concept introduced for the first time in Korea.

Careers

Creative Director 2021-2024

LILY

Design Director 2021

D’zzit

Creative Director 2018-2020