IN CONVERSATION WITH JIHOON KIM

interview by JANA LETONJA

At just 24 years old, Jihoon Kim has emerged as one of the most influential voices in the world of luxury fashion and digital culture. Known for her signature blend of Korean pop elegance and global sophistication, Jihoon has collaborated with houses like Dior, Givenchy, Valentino, Fendi, Tom Ford, Prada, and Miu Miu—each partnership showcasing her refined eye and fearless creativity. Her impact extends far beyond style. A vocal advocate for mental health, she uses her platform to share personal experiences with honesty and empathy, fostering an online community that values authenticity as much as aesthetics. Her broadcast channel, where high-end fashion meets heartfelt storytelling, has become a safe space for millions of followers who see her not just as a fashion muse, but as a relatable and inspiring human being.

top DIOTOMA
skirt THE UNISSEN
gloves STYLIST’S OWN

You’ve built an incredible global following at just 24. What first inspired you to start sharing your world online?

Honestly, it started pretty casually without a big thought behind. I was sharing outfits and having fun making lip sync videos during Covid when I was told I had two weeks off school. I never thought this could become my full-time dream job.

How has growing up in Korea influenced your creative perspective and your approach to fashion?

Korea moves fast. Trends, technology, creativity - everything evolves quickly. We were one of the poorest countries in the world still in the 60s. People in Korea work really hard. I have so much respect for fashion. I wouldn’t say I have the most knowledge in fashion, I’m not the most fashionable, but everything I do, I do with passion and I’m really consistent. I think that’s just in my Korean blood.

dress JISOO BAIK
tights PRADA
jewellery MELE + MARIE, STYLISTS OWN
hat MAISON KRASNOVA

Your aesthetic blends high-end sophistication with personal warmth. How would you describe your personal style?

I would say it’s a mix of things. I love trying out new things, but in a way I still feel comfortable. I think feeling confident is key and clothes should fit you, not the other way around. I love clean, tailored looks with a twist, casual but still elegant and cool.

Many people know “@jihoon” as a brand, but how would you describe Jihoon as a person behind the screen?

Pretty normal, to be honest. I’m an ambivert so I can be introverted and extroverted depending on the situation. I feel like Hannah Montana sometimes- I get to see the “glamorous” parts that people see online, but I also love staying home, I overthink things, have my own insecurities. I think people assume my life is always glamorous, but it’s actually not. Sometimes it can be, but I am so grateful I can switch back and forth depending on how I’m feeling. It’s really a blessing to be able to experience so much.

full look DSQUARED2

How do you balance maintaining your authentic voice while working with global luxury labels?

I only work with brands that make sense for me and I like. If I wouldn’t wear it or believe in it, I won’t post it. People can tell when something’s forced. Staying honest is key, especially when your community trusts you.

What excites you most about the current evolution of luxury fashion and digital influence?

I love that fashion is becoming more inclusive and also accessible to us younger generations. I used to be so scared to step foot into a designer store or stores in general. It was intimidating, I felt like I didn’t belong, even for just looking. I feel like now brands are really targeting gen Z. I mean, at the end of the day, we are the future buyers.

top, skirt, and shoes DIOR BY JONATHAN ANDERSON
skirt LA FORMELA
jewellery MELE + MARIE

You’re very open about mental health, which is rare in the luxury space. What made you decide to speak so candidly about your personal experiences?

Because pretending everything’s perfect doesn’t help anyone. I’m not perfect and that’s a fact. I’ve had my own struggles, and talking about them makes things less isolating, for me and for the people who follow me. Also, when I was growing up, I watched influencers and just blindly believed everything they were showing and saying. I promised myself if I’d ever become an influencer myself, I’d always stay true to myself.

How do you personally maintain balance and protect your mental well-being in an industry that often prizes perfection?

To be honest, this is something I still struggle with.

Are there any upcoming projects or collaborations that you can share with us?

I am truly delighted to now be part of the Bvlgari family. On November 3rd, it was officially announced that I am one of their new global ambassadors.

full look VALENTINO

full look JISOO BAIK

TEAM CREDITS:

talent JIHOON KIM
photography LOLA MANSELL
styling ALIYAH SEMILLANO
hair ARNAUD BOUJON for HWigs
makeup NOEL INOCENCIO for MAC Cosmetics
styling assistants MISZA LAMOVSKY and LUIZA ROSSI
editor TIMOTEJ LETONJA
editorial director and interview JANA LETONJA