Jewellery, a beauty collaboration, eyewear, a flagship in the central area of Tokyo… Of the eight designers shortlisted for the 2017 LVMH Prize, AMBUSH is the cult brand. Started as a line of urban, comic book-inspired fine jewellery back in 2008, it soon became a celebrity favourite. And after launching its luxe streetwear four years later, the popularity didn’t stop. Heavily influenced by the Japanese and Korean hip-hop scenes, but related to Western ideas of streetwear, AMBUSH speaks to that ever-so-popular layer of fashion, positioning itself somewhere between Gvasalia’s Balenciaga and Vetements and all the Goshas, Supremes and Palaces.
But not only does the aesthetics and visual identity of AMBUSH embody the globality of fashion so too does the designer Yoon Ahn. Born in Seoul, brought up in New York City and now living in Tokyo – it’s obvious where the global appeal comes from. Ahn celebrates cosmopolitan creativity through her campaigns as well as her clothing – it’s made to be worn by anyone and everyone. The repeated SOLD OUT note on AMBUSH’s online store is proof she’s hit a nerve.
AMBUSH's STANCE Collection
Here’s Yoon Ahn’s Because Passport application:
FULL NAME: Yoon Ahn
DATE & PLACE OF BIRTH: 22 November in Seoul, Korea
BRAND: Ambush (unisex/jewellery)
BRAND’S DATE & PLACE OF BIRTH: Tokyo, 2008 with the first collection dating back to 2012.
CURRENT LOCATION: Tokyo, Japan
What are the places in New York/Tokyo or Seoul we need to visit?
Izumo shrine in Tokyo is perfect for good vibes. It’s the place where they invented sumo, sake and soba.
Korean, American or Japanese food?
Favourite word in Japanese/Korean/English:
Wabi-sabi [a concept in traditional Japanese aesthetics constituting a world-view centered on the acceptance of transience and imperfection].
Do you feel more like an American, a Korean or a Japanese designer?
None of those. I feel like an alien.
Is the feeling of belonging to a place/nation important to you?
No. It’s good to be detached which then allows you to see things objectively.
Follow AMBUSH through Instagram at instagram.com/ambush_official. The finale of the LVMH Award is being held on 16 June at the Louis Vuitton Foundation in Paris. Find out more about the finalists at lvmhprize.com.