SONO DRS

SONO DRS is a contemporary

avant-garde women's ready-to-wear

brand. SONO DRS carries the spirit of

couturier with minimalistic aesthetics.

Each garment looks unique to the individual,

enveloping each body as its moving canvas.

SONOdrs twitter mentioned!

SONOdrs twitter mentioned!

SONOdrs in http://creemmag.com/boys-club/

Photographer COURTENAY NEARBURG

Stylist ALEXANDRA MORRISSEAU

hair ANTHONY PAYNE

makeup YOSHIHIRO OKADA

models KAYTE & IVORY @ MAJOR MODELS NEW YORK

Look 7
dress SUPREME BEING
coat SONO DRS
shoes OFFICE LONDON

Look 9
RIGHT
shirt & coat SONO DRS
pants BLANK NYC
boots MODEL’S OWN
LEFT
shirt & coat SONO DRS
pants KODENKO
shoes OFFICE LONDON

Look 10
shirt & coat SONO DRS
pants BLANK NYC

SONO DRS 2013 SS collection, “Translucence” will be available for viewing at various tradeshows across the United States. If you are in the NYC, LA, or Dallas area, please come say hello and check out our booth!!

SONO DRS 2013 SS collection, “Translucence” will be available for viewing at various tradeshows across the United States. If you are in the NYC, LA, or Dallas area, please come say hello and check out our booth!!

Our friend Cory over at Banana Milk, a popular blog in Korea written for fashionable folks who don’t live in Korea but are still Korea enthusiasts,  wrote a nice blog entry about our FW12 Schema show during Seoul Fashion Week. 
You can check out the full story here.

Our friend Cory over at Banana Milk, a popular blog in Korea written for fashionable folks who don’t live in Korea but are still Korea enthusiasts,  wrote a nice blog entry about our FW12 Schema show during Seoul Fashion Week. 

You can check out the full story here.

Yogi Tea Korea was one of our sponsors for our FW12 Schema show during Seoul Fashion Week. During make-up and hair, they were nice enough to have their specialty teas backstage, to give a calming spirit to the madness that usually ensues backstage.
More pictures of some of our models with Yogi Tea can be found at their blog here.

Yogi Tea Korea was one of our sponsors for our FW12 Schema show during Seoul Fashion Week. During make-up and hair, they were nice enough to have their specialty teas backstage, to give a calming spirit to the madness that usually ensues backstage.

More pictures of some of our models with Yogi Tea can be found at their blog here.

Part of our gift bag for the SFW SONO drs FW 12 consisted of vegan cupcakes, made by Mipa from Aliens Day Out. These are photos from her blog, that show us her step by step procedure for 50 cupcakes, from baking, to decorating, and packaging. Her vegan cupcakes are delicious, and more moist than any other cupcakes you can find in Seoul.

You can order other culinary delights from her totally affordable online store, Alien’s Day Out Bake Shop.( Pomegranate Cranberry Cookie Bites look scrumptious.

Thank you again to Aliens Day Out for sharing in Seoul Fashion Week experience!

Some behind the scenes look during our makeup and hair for our FW12 concept, Schema.

The look? The girls’ hair was pulled away from their face and twisted into knots, reminiscent of the hairstyle of traditional Korean male warriors. The model’s faces were matted out, to present a contrast with the reddish-orange hue around their eyes. The vivid eye color really brought out the intensity in their glare, as they walked down the runway.

A big thanks to  Dana Choi with YOGI TEA KOREA, who brought an assortment of their herbal teas for the models and makeup/hair artists. The teas were provided a calming spirit to the otherwise craziness that happens backstage.

Photos courtesy of Hannah Moon.

The finale walk. All 12 models lined up, to once more present the SONO drs FW12 concept, Schema.

Photos courtesy of Ross James.

The end of our finale dresses! Shape, structure and patterns continue to intertwine with each other.

The crown, normally a symbol of power and worn by men, was worn upside down, to show that what is not expected is always more interesting and unique. The SONO drs woman is a modernization of power, strength, and individuality.

All photos courtesy of Ross James.

Our last 12 looks consisted of our Finale dresses. Each outfit was complete with an eerie and architectural “crown”, made up of intricate patterns, twists, and unexpected turns. Femininity need not be boring, nor orthodox in its presentation. Our runway presentation truly reflects SONO drs’ belief, that beauty and intrigue lies in what is  unfamiliar and eccentric.

All photos courtesy of Ross James.

The last 6 of our coats and jackets segment really emphasized the juxtaposition of structure and shape on the human form,  the core of our FW12 concept, Schema.

All photos courtesy of Ross James.

The second set of looks transitioned from Autumn to Winter. Structured coats were layered on top of draped dresses, fluid pants, skirts, and shorts.  It was the detail in the coats and in the styling that had buyers and press craning their neck to take in every detail that each garment possessed.

All photos courtesy of Ross James.

Our first 12 of 36 looks had a downtown Manhattan, Lower East Side feel to them. Each of these looks was accessorized with bags and jewelry ( all hand made by our team). Each look was edgy, yet wearable. Though there was a strong masculine ambiance, it juxtaposed itself quite well with the femininity in the movement of each garment.

All photos courtesy of Ross James.

Schema, a greek word that means shape, structure, pattern, or plan, was the concept for this FW12 collection. Our presentation show illustrated that beautiful garments should shape and structure a body in movement. As the music pulsated, the models walked a triangular path, exuding confidence and  sensuality. Their red eye makeup, with hair pulled away from the face, twisted in knots, and their distressed combat boots set a mood of quiet, controlled fury and strength, different from what audiences previously had been exposed to at Seoul Fashion Week. 

all photos seen here by Ross James.