We had the distinct pleasure to interview award winning designer KYEONG HEE JEONG about their original and creative Silk Scarf design work. KYEONG HEE JEONG is an award-winning fashion designer, that makes our world a better place with their original silk scarf works.
KYEONG HEE JEONG ("KHJ") answered Design Interview ("DI") questions about their award-winning work Dancheong Silk Scarf. Interview questions prepared by Frank Scott.
KHJ : The core principles of this design are 'Timeless Beauty' and the 'Visualization of Spiritual Values.' The primary inspiration was drawn from the geometric patterns of Gyeongbokgung Dancheong and the Confucian value of 'the light of a noble character.' The lotus flower, which blooms pure even in the mud, serves as a symbol of noble integrity. I reconstructed this into a contemporary graphic language to bridge the past and the future. Furthermore, I integrated Cattleya’s identity—a desire for modern beauty—by transforming traditional colors into an aurora gradient. This ensures that classical motifs resonate deeply within the global luxury market while maintaining their cultural depth.
KHJ : The primary focus of this design was to instill a unique brand identity for 'Cattleya,' which embodies the Dancheong patterns of Joseon royal palaces—steeped in Confucian values—the translucent light of Korea’s four seasons, and the brilliant dreams of beauty held by girls worldwide. Instead of simply replicating conventional Dancheong colors and designs, I sought to create a creative variation based on those traditional motifs. My ultimate goal was to achieve a design that showcases the enduring value of tradition while offering a modern, sophisticated aesthetic through artistic reinterpretation
KHJ : Following this award, I plan to expand this design beyond scarves into various fashion and lifestyle sectors. Specifically, I intend to produce the pattern as a textile for apparel and accessories, or utilize it for surface decoration on various other products. My goal is to develop a diverse range of items that allow people to experience Korean aesthetics in their everyday lives.
KHJ : It took approximately one month to complete the specific four-color patterns for this project. However, prior to the final production, I dedicated four months solely to establishing the Cattleya brand identity and building its core design assets. This extensive foundational period was essential to ensuring the philosophical depth and structural integrity of the brand before translating it into visual motifs.
KHJ : This project involved applying my professional expertise to a branding initiative aimed at fostering growth and establishing a revenue foundation for a one-person handmade craft brand. While it could be viewed as a commission, my role was that of a key collaborative partner rather than a mere service provider. From constructing the brand's narrative to the final design execution, every stage was driven by my personal inspiration and creative leadership.
KHJ : This Dancheong scarf design was successfully produced through 'Cattleya' in 2025. While the current production is handled by Cattleya, I, Kyeong Hee Jeong, retain full copyright and intellectual property rights over the design. Although I possess the legal authority to produce this design independently or license it to other companies, I prioritize the mutual trust and ethical partnership I have built with Cattleya. Rather than redistributing this specific work, I intend to leverage my inexhaustible creative passion to develop entirely new designs for future opportunities or different market needs. My focus is on continuous innovation and creating fresh narratives for every new project.
KHJ : I have always been deeply fascinated by the visual order and rhythm found in patterns and motifs. Korea possesses a wealth of diverse and beautiful pattern assets reflective of its long history, and I feel a profound passion for reinterpreting these elements for a modern audience. Beyond the 'Cattleya' project, I have collaborated with a traditional Wagashi (Korean dessert) brand to design packaging that incorporates folk paintings and traditional motifs. This project is a natural extension of my ongoing creative journey to integrate Korea’s traditional aesthetic into contemporary lifestyles.
KHJ : Typically, a search for 'Dancheong' reveals designs that strictly adhere to traditional color schemes. While this preserves heritage, it often lacks creative variation. The defining differentiator of my design lies in the integration of the Cattleya brand identity, where I infused the patterns with the imagery of 'aurora sunlight filtering through a glass window.' By boldly redesigning the seasonal colors of Gyeongbokgung Palace into a pastel aurora palette, I achieved a brilliant and contemporary aesthetic that stands in stark contrast to conventional, stereotypical Dancheong designs.
KHJ : The name of this work is derived from 'Dancheong,' a core aesthetic element of traditional Korean architecture. Etymologically, 'Dancheong' means 'Cinnabar (丹, Dan)' and 'Blue-Green (靑, Cheong),' representing the harmony of the five cardinal colors (Obangsaek) based on the Oriental philosophy of the Five Elements.
KHJ : All visual elements of this project were created using Adobe Illustrator. I personally managed every stage of the process—from the intricate vector line work of Dancheong motifs to the complex color gradients representing the four seasons, and the precise data configuration required for digital textile printing (DTP)—entirely through this professional software.
KHJ : The most unique aspect of my design is that it goes beyond merely inheriting the traditional patterns and meanings of royal Dancheong, adding a contemporary interpretation of "Dancheong bathed in light". By harmonizing the ever-changing light of Korea’s four seasons with brilliant, aurora-like colors, I have projected a unique artistic narrative exclusive to 'Cattleya' into the patterns—a distinctive feature that sets it apart from conventional Dancheong designs.
KHJ : This design is a sole creation, completed entirely by myself (Kyeong Hee Jeong), from initial conceptualization to final execution, without any outside assistance. Rather than being labeled simply as a designer, I define myself as an artist. I have an established career as a digital illustration and media artist, including three solo exhibitions and participation in international art fairs. From an artistic perspective, I sought to create patterns that weave a brand's narrative into a visual masterpiece. I independently managed every technical and professional stage, including artistic variations of motifs, color composition, and all processes required for final commercial application. I formally state that this is a pure creative work produced solely through my individual artistic expertise, without any external technical support or collaboration.
KHJ : In this project, the role of technology was strictly focused on supporting the process of perfectly reproducing and completing my artistic design.
KHJ : For the past 20 years, I have walked an independent path as a freelancer and one-person business owner, taking full responsibility for diverse projects ranging from video production to design. While my career has spanned various domains, including artistic endeavors and platform business management, the recent birth of my child brought a profound transformation to my life. This significant milestone inspired a powerful inner motivation to shift my focus more deeply toward artistic design that transcends mere commercial functionality. Participating in this international design competition is a pivotal turning point in my career—a declaration of my leap forward as an artist.
