In Feb 2014, J.Chung, a Korea based womenswear brand, is launched by Jaesun Chung. J.Chung pursues an elegant but also casual wear with a sporty look as its main style. The importance point of J.Chung’s pieces can introduce details as overlapping fabrics, curved cut-outs, and asymmetry with subtle colours. Moreover, Chung tends to design her products to be worn together or separately. The target consumers of J.Chung are independent women who can create their own identities, and lead stable lives, potentially of the age group between 28 and 40. In addition to this, Chung informs that the consumers who are open-minded can easily accept and understand her design concept that combines fashion, arts, and various cultures.