5 Good Things by Joan Kim x Soft Seoul

Korean-American vlogger Joan Kim of Joanday (translates to “good day” in Korean) launched her first fashion collaboration with Soft Seoul. A native Californian, now based in Seoul, Joan Kim’s capsule line of loungewear and pajamas are styled and inspired after the traditional Korean Hanbok dress that is worn at celebratory occasions and events. By modernizing the traditional Hanbok, the Joan x Soft Seoul collection is made of sustainable fabrics as well as incorporating ethical packaging to reduce the use of plastic. Scroll at the end to watch Joanday’s vlog on the Joan x Soft launch where she takes you from its inception, the production and the final shoot.