Born and raised in Seoul, Jaewoo studied Fashion Design at Ewha University. Continuing to follow a creative path, she subsequently moved to New York to take an MFA in Fashion Design and Society at Parsons School of Design. Her graduate collection featured in the Wallpaper graduate directory for 2014, and she was hand picked as one of ten finalists of the ITS Fashion Competition, later being sold exclusively at the Catel in Dubai.
Lee founded her brand, womenswear label JWL, based on her multi faceted personal identity, connecting her past, present and future, from her childhood in Korea and early arts education to her move to New York and creative launch.
Both the birth and the development of her designs are rooted in her understanding and appreciation of the ‘souls' of each fabric she uses; how they differ, how they combine and complement each other, and how the colour, texture and construction of each work together to engineer her designs. Her creations are a response to her personal story so far, her natural curiosity and interest in the world around her and a visual manifestation of her ideas of beauty, informed by heightened emotion and the creative thought process.
JWL's Spring/Summer 2018 collection is at once both masculine and feminine, questioning ideal proportions and aesthetics. A minimal colour palette and simple lines prevail, with the signature shocking pink a simple yet powerful assertion of femininity.