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GWANGMYEONG, KOREA - Digital artist Kyeong Hee Jeong wins Bronze at Italy A' Design Award with 'Dancheong Scarf.'

Digital artist and branding expert Kyeong Hee Jeong has been honored with the Bronze Award in the Fashion, Apparel and Garment Design Category at the world-renowned Italy A' Design Award & Competition for her 'Dancheong Scarf' design, which beautifully fuses traditional Korean aesthetics with strategic business logic. This prestigious accolade recognizes her innovative design methodology that successfully reinterprets traditional cultural heritage into a sophisticated contemporary fashion item, receiving high acclaim from global critics.Moving completely away from the typical structure of outsourced design work that merely delivers visual outcomes based on a client's request, this project was driven from the ground up to establish practical business sustainability and a sustainable revenue base for Cattleya, a one-person handmade craft brand. From the very beginning of the planning stages, Kyeong Hee Jeong proactively led the entire process, building the core narrative and brand identity while ensuring that the storytelling and business logic were organically connected to the final design outcome.The core value of this award-winning design lies in its clever commercial reinterpretation rather than the mere repetition or preservation of tradition. Generally, souvenirs or fashion products utilizing Dancheong, a traditional Korean royal pattern, tend to strictly repeat the exact colors and forms found on historical museum relics. While meaningful for preservation, this conventional approach has limitations in stimulating actual consumer desire in the highly competitive modern fashion and global luxury markets. To boldly break free from these conventional limitations, Kyeong Hee Jeong firmly maintained the heavy, philosophical backbone—the perfect geometric proportions of Gyeongbokgung palace’s Dancheong and the noble spirit of the lotus blooming clean even in mud—while introducing a radical and poetic variation in its visual expression.The core concept she introduced is 'aurora sunlight transparently refracted through a glass window.' By recreating the unpredictable and multi-faceted light spectrum of Korea's four seasons into a brilliant, transparent pastel gradation, she completely dissolved the typical heavy and intense primary colors of conventional Dancheong. As a result, the unique brand identity of Cattleya—representing the mysterious and brilliant aesthetic longing envisioned by multinational girls—naturally melted into the classic heritage of the Joseon royal palace.This A' Design Award recognition will stand as a benchmark success story for a strategic branding project that cleverly resolves commercial challenges in the modern fashion market while fully preserving essential cultural values. Building upon this remarkable global achievement, Kyeong Hee Jeong plans to continuously project Korea's unique cultural narratives onto the global stage while actively expanding her artistic and strategic partnerships to help small-scale, independent brands discover their own distinct identities and grow autonomously.

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