Ha Ji-won unveils limited edition fashion collection featuring 'esquisse' embroidery

Actress and artist Ha Ji-won has unveiled her first fashion collection, a project that embodies her unique artistic worldview. The fashion collaboration platform FIXE announced on the 7th that it released the limited edition fashion project on the 3rd, noting that Ha participated in every stage of planning and design.

This collection distinguishes itself from traditional celebrity merchandise, which often merely borrows a star's name or image. To infuse the pieces with her signature fashion style and artistic sensibility, Ha specified the design direction starting from the initial concept stage. Notably, she reinterpreted 'esquisse'—the preliminary sketches drawn during the conceptual phase of a work—as intricate embroidery details, effectively merging the traces of fine art with fashion.

Genderless silhouettes with esquisse embroidery

The collection features genderless, oversized silhouettes designed to be worn by anyone. Eschewing simple logo printing, the production process emphasized high-quality craftsmanship, utilizing custom-washed fabrics and detailed embroidery. FIXE stated that they developed an entirely new production workflow for this collection, spanning fabric selection, pattern design, sample production, sewing, and finishing. This approach ensures that the designer's vision directly dictates the material texture, garment structure, and manufacturing methods.

The collection is available in a limited run of 150 units worldwide, with no additional production planned once stock is exhausted. Customers will receive a special eco-bag featuring Ha's esquisse and a limited edition photo card. Additionally, through an event for all purchasers, one winner will be randomly selected to receive a hat personally painted by Ha.

FIXE builds a new platform business model

The collaborator, FIXE, is a platform designed to support artists, celebrities, brands, and holders of cultural intellectual property (IP) in launching their own fashion collections. The platform manages the entire lifecycle, from planning and design to production, content creation, marketing, and global sales. The core mission is to empower creators to participate directly in the design process, and the Ha Ji-won collection marks the first successful implementation of this model.

Earlier this year, FIXE secured 150 million won in seed investment from the Busan Center for Creative Economy & Innovation. Using this capital, the company is moving toward the official launch of its proprietary platform, 'FIXE'.

Introducing NFC authentication and AI curation

To enhance platform functionality, FIXE plans to integrate advanced technical features. Near Field Communication (NFC) technology will allow buyers to verify authenticity and access exclusive content via smart devices. Furthermore, an Artificial Intelligence (AI) based fan curation feature will suggest related products and content tailored to individual user interests and engagement.

“This collection is significant because it is not simply a product utilizing actress Ha Ji-won's name; it is the first collection where she directly participated in the design to express her art and stories through fashion,” said Kim Min-gu, CEO of FIXE. He added, “FIXE is not a company that makes goods using an artist's name, but a partner that helps artists build their own fashion collections and brands.” Kim expressed intentions to continue presenting fashion collections that capture the unique personalities and stories of artists and cultural IP.