Irene Kim (@ireneisgood) is an internationally recognized Korean-American model, beauty and fashion influencer, and TV personality. She is widely loved for her colorful looks, style, and attitude. In 2018, she started her own fashion brand, Ireneisgood Label, as an outlet for self and creative expression.

Via ireneisgood.com, the label consists of basics and accessories with a twist, influenced from Irene’s signature off-duty look - edgy with a feminine flair.

To introduce the brand to Irene’s audience for the first time ever, leveraging the already well-known Ireneisgood name was an important consideration for us as we developed the brand story and designed its creative assets. Identifying that the “good” in the Ireneisgood name embodied many aspects of the multi-faceted Irene, we developed the brand story and designs around it. More specifically for the first collection, we wanted the designs to tell a story of the various experiences and discoveries that shaped Irene into the model, influencer, entrepreneur, and woman that she is today.

Our creative concept drew inspiration from Irene’s signature features, colorful hair and eyes. Using pastels with pops of bold colors to achieve the brand’s playful and cheerful tone and hand-illustrated graphics and artwork to convey a personal touch, we created a collection of interchangeable designs to be used on the first collection’s apparel and accessory pieces.

The debut collection was received positively, successfully exceeding expectations at Beautycon NY, followed by Beautycon LA and KCON LA.