10 Questions with Jiyup Kim of Morilee

Designer Jiyup Kim

1) Tell us about your design background, who did you work for and where did you study fashion?
I studied at Parsons School of Design where I developed a strong foundation in structure, form, and the artistry of fashion. My career has taken me through some of the most prestigious houses in luxury design—Zac Posen, Jason Wu, Marchesa, Donna Karan, and Vera Wang. Each of these experiences refined my approach to craftsmanship, storytelling, and the balance between couture-level detail and wearability.

2) How long were you working for Vera Wang and what did you do?
I spent nearly a decade at Vera Wang, where I played a pivotal role in shaping the brand’s aesthetic across bridal, ready-to-wear, and red carpet. My focus was on atelier mastery, construction, modern silhouettes, embroidery, and textile innovation. It was a masterclass in both artistry and technical precision, and it deepened my appreciation of fashion.

3) What would you describe as your specialty with design?
My specialty lies in balancing timeless elegance with a fresh, modern perspective. I am drawn to structure, fluidity, and the unexpected details that make a gown unforgettable. Whether through the precision of a cut, the movement of a fabric, or the interplay of textures, my goal is always to create designs that feel both refined and effortless.

4) Tell us about the new direction you are taking Morilee?
Morilee has an incredible legacy, and my vision is to build on that with a signature style. I want to evolve the brand’s storytelling, introduce couture-inspired details, and refine the collections with an elevated, fashion-forward sensibility. It’s about honoring tradition while making it feel undeniably fresh.

5) Describe some of the silhouettes and fabrications.
The collection is about contrast—softness with strength, structure with movement, tradition with a modern twist. Expect refined corsetry, fluid draping, ethereal layers, and tactile embellishments. Lace is reimagined, volume is sculpted in a way that feels both grand and effortless, and fabrics move in harmony with the body. It’s a balance of romance and edge, of timelessness and innovation.

6) Will this be for a different type of customer you are appealing to?
It’s not about changing the customer, it’s about evolving with her. Brides and women celebrating life’s milestones are more individualistic than ever—they seek gowns that feel uniquely theirs. My goal is to create designs that resonate with a broad spectrum of women, offering timeless romance with a contemporary sensibility.

7) Will the price points change?
Morilee has always been known for accessible luxury, and that will remain a core part of its DNA. While the collections will see an infusion of couture-inspired craftsmanship, the goal is to maintain the brand’s commitment to quality at an attainable level.

8) Are the various lines from before still being offered?
Yes, the breadth of Morilee’s collections—from bridal to eveningwear, quinceañera to bridesmaids—will continue. Each will be thoughtfully refined to align with the brand’s evolving aesthetic, ensuring cohesion while celebrating the unique identities of each line.

9) What is the inspiration for your debut collection?
It’s a love letter to reinvention. I wanted to take the classic notes of bridal and occasion wear—lace, volume, draping—and infuse them with a new life. The collection plays with opposites: lightness with structure, tradition with unexpected details. It’s about dressing for a moment while feeling entirely yourself.

10) What have you enjoyed so far in your new role?
The ability to shape a vision. Morilee has such a rich history, and stepping into this role allows me to refine its voice, push its boundaries, and bring a fresh perspective to a beloved brand. Seeing sketches come to life, working with incredible artisans, and knowing that these gowns will be part of someone’s most cherished memories—there’s nothing more fulfilling than that.