Hyeseon Jeong grew up in South Korea and moved to Paris 11 years ago to pursue her film studies. While studying the aesthetic theory of films and art history, she began to collaborate with the Korean magazines Vogue Korea, Magazine B (Brand documentary) and Magazine F (Food culture) as Contributing Editor.

Today her activities waver between the press, fashion and food culture. Her principal occupation is advising (mostly Korean) brands eager to develop the European market, as well as assisting French brands seeking to establish themselves on the Korean market.

Hyeseon received us in her apartment in Paris’ 20th arrondissement to talk to us about her love of cooking, travel tips, and minimalist lifestyle.

How long have you lived in this apartment? Could you tell us something about your space planning?


I live in a small apartment on the top floor, and of course, it has no lift! I moved here three years ago with my partner after having entirely renovated it.
The first question anyone asks when they come here is “where are your things?”.
As we both like “empty” spaces, it was essential to optimize the surface area. So we built storage units that act as partitions to hide all our belongings.
What I love best about this apartment is the kitchen. I always dreamed of having a stainless-steel countertop where I could spread out as many ingredients and utensils as I like. It measures 3-meters-long and is equipped with a hanging dish rack; cooking on it is a pure delight.

The kitchen seems to have an important place in your life, has it always been so?


For a long time, I didn’t realize that eating well was such an important – even vital – part of my life.
I grew up in a very privileged environment: my mother and grandmother made all the sauces that are so essential in Korean cooking, like soy sauces, doenjang (Korean miso), gochujang (chilli paste), as well as sesame oil. Most of the ingredients they used came directly from my family’s garden.
Once in Paris and far from all that, I realized just how much a bad meal could affect me. Home cooking with seasonal ingredients soothes me, it does me a lot of good. It also helps me reconnect with my family traditions and values, and my origins.

Could you tell us a little more about your dress style and your favorite pieces?


I often wear clothes designed by the Parisian fashion label Etudes, co-created by my partner. Beyond my affection for the brand, which is such a fascinating, artistic and friendly adventure, their shirts, bombers and coats are so timeless and hard-wearing that I wear them almost every day.
My favorite piece at the moment is a sky-blue shirt from a collaboration between Etudes and the J-M Basquiat Estate. My Summer uniform is a Bless t-shirt printed with a holiday photo. It’s in almost transparent extra-fine cotton and is very chic worn with black wide-leg pants. It’s also perfect for when I have to pack very lightly, going camping for example, because it dries quickly and takes up almost no space.

Could you tell us about your travel essentials?


I travel very lightly, often with just a big tote bag or backpack. I always take my Bless and Lemaire clothes which are extremely versatile and look good even when crinkled. My little luxuries that I bring on my trips are Korean drip coffee bags for the morning, nighttime infusions and a stick of palo santo to purify the air.

Could you explain how you choose your professional projects?


I tend to be attracted to projects that I can develop from A to Z and which entail dealing with the project’s every facet. I often carry out a dual role when I work with brands: I propose a creative concept for content and communication and I also ensure the project’s follow-up while supervising the production phase. It demands a great deal of personal commitment, but that’s what I enjoy, as I consider that the way of working and the work process itself are just as important as the result. It’s essential for me to know that everyone I work with feels respected for what they bring to the project. I’m lucky to have clients who also value these things and trust their colleagues. All my projects are based on a collaborative process in the true sense of the word.

Your lifestyle is quite minimalist, both in terms of organization and decoration. Where does that come from?


I think I was born a minimalist, like my parents. In terms of spending, I tend to invest in moments rather than material things. I like to travel and have new experiences, go to the cinema and museums, buy books and spend time with people I value.
I love beautiful, functional things but I don’t feel the need to change a lamp every 3 years to refresh the decoration. In fact, ceramics are the only objects I buy quite regularly. Some pieces I have made to measure because I enjoy “sharing” these beautiful and unique objects with the people I invite to my home.