Exclusive: Park Soo Joo talks about anti-Asian hate, and her latest collab with Sportmax
In the years that Park Soo Joo has been in the fashion world, she’s won over brands and fashion week acolytes alike with her razor-sharp features and distinctive mien.
The devil-may-care Park and her style have been called eclectic, unconventional, offbeat – and it’s something she clearly takes in her stride. “I like it,” she quips. “I like being adventurous and not too serious with fashion.”
This year, Park has found a kindred spirit in Sportmax, specifically, in its new Denim Culture Fall/Winter 2021 collection.
The collection draws inspiration from a curious source: the roaring ’20s. It might seem a strange choice, given the rugged nature of denim – but for Park, it was the perfect era to draw from.
“The Roaring Twenties was an era flooded with novelty, modernity and freedom of expression, with so much cultural and artistic dynamism,” says Park, who starred in the collection’s dream-like campaign, shot in the deserted streets of Milan. “That era also initiated empowering women’s suffrage and power – I have a strong connection to the ideas that it brought.”
As Park tells us, female empowerment is but one issue that’s close to her heart: On her Instagram, she often speaks openly about issues like anti-Asian hate and mental health; in May, Park launched a scholarship with Bold.org specifically for young Asian American women.
Below, Park talks more about what she’s learned from her decade in the fashion world, how she defines her personal style, and why she’s using her fame to speak out about social issues.
What do you like most about the Sportmax Denim Culture capsule collection? Which pieces would you keep?
Denim is a big part of my wardrobe. I say it’s like fine wine – it gets better with age, creating a unique patina and fit that’s unique. I love denim in many different iterations, like corsets, coats, skirts, dresses. If I had to choose one favourite in the Sportmax Denim Culture collection, it’d be the panelled denim jeans with frayed edge. They’re like a nod to the grunge/millennial era fashion, with a modern and feminine silhouette.
You’ve been in the industry for a long time. How would you say the world of fashion has changed over the years?
A lot of changes have happened, including social media becoming basically a necessity in order to work. On set, there’s always multiple shoots happening for different behind-the-scenes footages, whereas before it was just about the main campaign or editorial.
There’s also been Time’s Up movement that called out masochistic or unacceptable behaviours at work that may have been considered something you put up with in the past, and attention drawn also to the impact that fashion has on our environment. And a call for body positivity, inclusivity and diversity.
How would you describe your personal style?
I like to know and keep my pulse on trends, but not necessarily follow them. Having a style is more ubiquitous and impactful. To me, style is about understanding, and having a point of view, in how you wear and live in your clothes.
Beyond work, what do you do in your spare time?
I’m based in New York City, but at the moment I’m in California recording music. I started a music project under the name Ether. We’re pushing to launch a song I sang in on June 25th. More things I produced and wrote will be coming out as a single at the end of the year or beginning of next year.
Mental health, anti-Asian hate, and women’s issues are topics that you talk about frequently on your Instagram. Why are these topics so close to your heart?
Honestly, I’d been doing a lot of soul searching to understand myself better. A large part of that was to look into some of the important factors that shaped the person I am today, and one significant truth was being a female immigrant from Asia. It’s not easy to find your own footing in a new world as a minority, and I grew but also felt unseen or limited at times because of that.
Finding solidarity created a guidance system for me. I want to help individuals who are in a similar position to find a sense of that solidarity that may act as an extra support.
