Authors

Fhilonenko Nadezhda S., Musinova Irina A.
The “Body-oriented” approach of the South Korean brand “True to Type”

Architecton: Proceedings of Higher Education №1 (93) March, 2026

We have studied the True to Type brand’s design approach, which claims to represent “next generation” South Korean design. The purpose is to use the example of this South Korean brand to show one of the ways to rethink the regional tradition based on the "bodily mind" of the master. To do this, the authors not only refer to various interviews with the brand's chief designer Kim Jinsik in which the designer outlines his understanding of the brand's values, but also expand the historical and cultural context (intuitive to a native speaker of Korean culture, but requiring clarification for Russian audience), based on research by Korean philosophers and art historians in English and Korean. We conclude that Kim Jinsik seeks to find an analogy to "multisensory design" in the regional cultural tradition, thereby showing his solidarity with global trends.