Emerging in Boutique Place on Collins Street is Yeojin Bae’s first ever pop up store for her YB J’Aime line. Parisian chic and freshly original, the line diverts from her usual offerings of evening wear and ball gowns while still very much embodying Yeojin’s aesthetic.
The pop up shop showcases the entire collection and is an exclusive opportunity for customers to physically try and buy. YB J is only sold through the labels online store and select Myer stores, where stock is also selective.
Upon entering the space, everything seems to literally pop. From the best selling yellow and neon pink floral lace dresses (in both knee and ankle length) to the original print blouses, a-line skirts in aqua and the dainty pale pink summer dresses, the colours are bright and the textures are abundant.
The line is a younger, more accessible collection and the perfect daywear for the coming summer. The ladies in-store highlighted that while it may be a different market, the image is still very much the same. The clothes are all-rounded garments, from day to night and office to drinks, with some of the light and bright dresses even sought after for weddings.
We asked Yeojin herself what the design process was all about for this collection. Yeojin said it was about thinking about the customer. “Everything had to fit in the wardrobe, like basics but with a twist, new colours and new prints.”
Yeojin commented that there was a strong French theme that inspired the very chic and Parisian look on the inspiration behind the collection. The silhouettes and tailoring are very much evidence of this, she adds. “Definitely Racewear also.”
On whether there was a love affair between her and the clothes, she was very quick to admit so. “Absolutely, every single piece I design I remember. There is a lovely story about Megan Washington—for both her first concert and first video she wore pieces from my first ever collections. And I could remember them exactly. It’s hard not to remember something you’ve created.”
On the pop up shop itself and meeting the customers, she tells us that it really was a marriage of time, space and location. “The space came up at the right time. It’s great to meet the customers and perhaps we’ll get the opportunity to do it again in the future. Obviously, though, the internet (and internet shopping) is a habit and really you need to a find a balance that works.”
To finish off, what was something fun?
“All the prints are designed by me, and then I go from the prints to make the pieces. It’s really something fun!”
Head down to shop G1A in Boutique Place at 234 Collins Street to sample the store yourself.