Launching in March of 2007, fleamadonna has taken South Korea’s capital by storm with a fresh combination of vintage chic and large doses of diva glitz.

More Euro then Seoul, fleamadonna is eccentric, fun, glamorous and playful. There is a sense of wit in the shapes and unexpected use of materials. We see neon stilettos, pink

voluminous fur skirts, glitter boots, oversize sequins, holographic high-waist trousers and vintage granny inspired silk dresses. Even the collection’s name, fleamadonna is a quirky nod to the Konglish (Korean English) pronunciation of primadonna.

The collection’s designer Jei Kim has set out and accomplished what others only dream of in Seoul’s highly competitive fashion world. She has taken on a ‘do it yourself’ stance and started as an online shop in March 2007 (www.fleamadonnashop.com)

Since herself produced fashion show later in November she has consistently been featured in Korea’s top fashion magazines both for fabulous personal style and for being part of Korea’s fresh new generation of design.  In addition her clients include hip Korean singers, stylists and actresses and her work has even been featured in television dramas.

Also surprisingly as her designs is not like that of others in Korea, Kim did not study fashion abroad. Simply she has lived and loved fashion. Her big influences include an adoration for diva style and the music of Madonna, Blonde, Kylie and Cindy Lauper. Her skills come from being the daughter of pattern making father as she has grown up surrounded by production. At age 12, her interest in fashion was sparked and her father began to teach her pattern cutting. Later she studied textile design for two years at Myong Ji college.

Currently fleamadonna can be found internationally in the hip select shops of Cocue in Bangkok. In addition, you can also see in Singapore (Actually), and Dubai (SAUCE), Tokyo (CANNABIS, Wall), Osaka (FAN).

In Seoul she is represented at A-Land boutiques in the fashion districts of Myoung-dong and Apgujeong and her showroom can be found in Apgujeong Rodeo street. Even there fleamadonna’s wit prevails as the emerald shop-front is hard to miss.