Gee Choon Hee launched Miss Gee Collection in a small boutique in Myeong dong in 1979. Since then, the label has grown and expanded to become respected and loved by K-pop celebrities and Korean fashionistas alike. Gee Choon Hee has displayed her work on the runways of Seoul Fashion Week since 2000 and this year closed Spring/Summer 2011.
The aesthetic of Miss Gee Collection maximises the feminine shape with well cut but simple pieces using extravagant, rich fabrics. The photos above are from the Spring/Summer 2011 show where the theme for the line was Ladies and Gentlemen. Hence, mannish wide legged trousers were contrasted with silk blouses. Tailored shorts were kept long and modest. Yet, this refinement gave way to flamboyant evening dresses which closed the show.