Interviews
1 December 2024
A simple t-shirt with ideal lines, a black dress that you could wear every evening, pants with an impeccable cut or even a trench coat made to be kept for life. This is pretty much the wardrobe offered by the fashion brand Vis à Vis. Little known to the general public and yet present throughout the world, the brand created by a Korean who grew up in New York is an insider brand. A brand for women who love clothes that last a long time, which are passed down from generation to generation, beautiful basics perfectly designed with the most beautiful materials available, which can be worn with everything, whatever the season or the occasion. Does this make you dream? La Grande Boutique met its creator, the delicate Yon Hui Choi. His talent? Make you dream of a white t-shirt. Encounter.
I’m originally from Korea, but I grew up in New York. I studied there and began my career, working for a long time at Barney’s. Then I moved back to Korea. In 2015, I decided to launch a brand. Why? Mainly because I wanted to create clothes for myself, for my own wardrobe. I felt a real need for pieces that I couldn’t find anywhere else.
I wanted to create pieces that last longer, that transcend trends, that aren’t “fashionable” in the seasonal sense, but can be worn season after season, and are made with quality. What mattered to me was the fabric and the quality.
Everything I own in my wardrobe, whether it’s from my brand or someone else’s, is at least 10 years old! I don’t like buying disposable things. I wanted to make sure that if you buy from my brand, you can wear it season after season.
I really love monochromatic silhouettes in general. I don’t have much color in my wardrobe. I love Helmut Lang. I also like Prada for its overall aesthetic and the power of the silhouette.
I studied fashion merchandising in New York. That really helped me understand the fashion business overall, and then I worked for a long time as a merchandiser and business developer. I really had the opportunity to get close to the industry to understand how it works from a business perspective. Creatively, I just put myself in the customer’s shoes, asking what they would want and need. I’m my first customer, so it’s not that hard in the end!
Each season has its own timeless pieces, in my opinion, and they go well together. That’s the magic of timeless pieces! (Note: She’s presenting the spring 2024 collection, which will be available early next year on La Grande Boutique’s website.) There’s the trench coat, the striped shirt, and cargo pants.
Every season, I change my explanation! (laughs) I just love the sound of the word and the fact that it means “face to face.”
Yes, absolutely! I wear cargo pants all the time. It’s such an easy piece! I like to wear it with flats if I want to feminize the look, or with boots if I want to keep a more urban silhouette. It’s ultra versatile and goes with everything. It’s very comfortable, and comfort is my number one criterion for clothing. They absolutely have to be comfortable.
I don’t think so. It’s not a definitive “no,” though. We’ve never tried, but I don’t think we’ll go down that path—it just doesn’t feel like us. We do have striped shirts, and maybe one day I’ll take a risk with camouflage, but can we really call that a print? I don’t think so.
That our brand lasts as long as possible.
