In Conversation with Sujin Gwon: Creator, Founder, and Global Creative
From Seoul to Korea, content creator and PR agency founder, Sujin Gwon, is a quickly rising face in New York’s fashion and beauty scene — a creative force reshaping how global storytelling moves between the East and the West. In the past two and a half years, Sujin has built her online platform and worked with global brands, such as Miu Miu, Medicube, and Collina Strada. Working hard in visual identity, branding, and digital media, Sujin is a rising creative entrepreneur — representing a new generation of founders, blurring the line between influencer, muse, and girl boss.
In a conversation with EnVi, Sujin reflected on her global rise as a creative founder. Her cat, Rumi, was in her lap, the Empire State Building right behind her, the sun was setting, and she began sharing her journey. Sujin talked about a new wave of digital creatives transforming their visibility into ownership. From media personality and style icon to brand founder, Sujin ties her traditions from Seoul and New York not only to influence culture but also to lay a foundation for others.
From Seoul to New York City
A professionally trained ballet dancer and alum of the Fashion Institute of Technology, Sujin has always lived within different forms of creativity. After dancing for over 13 years, she shifted her focus to her true passion: branding, management, and digital media. After living abroad in Los Angeles for three years, she loves to travel and discover new cultures, beauty, and fashion trends, and bring them into her own identity.
Sujin’s global perspective fuels her aesthetics and ambitions. After living in Seoul, Los Angeles, and New York City, she’s drawn to cultural exploration, chic silhouettes, and absorbing different energies from the different cities she’s lived in. She always likes to try something new. From dancing to content creation, and now the founder of a global PR agency, Pink Pen PR, she’s a modern-day Samantha Jones. “Everyone says that in Manhattan, time moves faster — and now I understand why. You can’t sit still because everyone in this city is just to keep going. I’ve noticed how New Yorkers have a big picture when it comes to fashion, culture, and beauty, and I’m so excited to be a part of this energy.”
“When I first moved to New York, I was definitely not used to the culture change. I brought my cat on the flight, and I could tell she was also nervous about moving homes. But thanks to so many diverse people I met at school and through colleagues, I can’t ever imagine living somewhere else. I do love to bring a little of Korea into the Western culture. To let everyone around me know the brands and culture that I grew up with.”
The Start of Fashion and Pink Pen PR
Sujin dove into Pink Pen PR — a communications boutique agency that she started out of love for both NYC and Seoul, an agency that focuses on highlighting emerging voices, brands, and creators eager to connect to a global audience. On the ethos of the agency, she said, “Our ethos focuses on elevating emerging voices and creating a narrative for each talent. I really want to make everybody I work with feel special and showcase their mission internationally. Right now, I really want to make sure that Korean beauty and fashion brands have a platform to showcase their products in North America and Southeast Asia. Once I see a brand that has a set vision in mind, anything is possible.”
When asked how she got started in content creation and starting a business, she said, “At the Fashion Institute of Technology, I studied Fashion Business Management, where I learned how to not only build my professional portfolio, but how to build myself. What kind of creative or director do I want to be? Setting up an identity for me and my content is something so important to me. Through this interest, I wanted to help others internationally. That’s the history behind Pink Pen!”
Sujin reflected on her most memorable fashion and beauty moment of her career – her time assisting the Creative Director of Ami Paris, Alexandre Mattiussi. During the Seoul Cruise 2022 Show at the iconic Gwanghwamun Square, she talked about her love for the architecture and its aesthetic. The Gwanghawamun Square serves as a cultural link between Korea’s past from the Joseon Dynasty to the modern 21st century.
“Seeing modern Parisian couture within an iconic Korean architecture really awed me into how international and exotic fashion can be. I hope I can aid in something like this again in the future with the help of Pink Pen.”
When asked about the differences in fashion weeks in Seoul and New York, she commented on how different trends and brands circulate in these two cities. She noted that Seoul highlights emerging trends and looks for fresh and unique designers, while New York focuses on the big picture. “After coming to New York, I love how I discovered so many closet staples and new brands that focus on function, purpose, and material. The designers in America really focus on tradition and making clothes that will become a forever trend in your closet. Philosophy over small, fast trends.”
For Sujin, Andersson Bell is a perfect example of a brand that combines two different cultures — Korea’s modernity and Scandinavia’s heritage. “I like to describe Andersson Bell as a forever trend, an exotic best friend that lives in your closet. Something that people my age love and enjoy, but also will be a staple in your closet forever. They’re never afraid of experimenting, but always make sure to keep their customers’ satisfaction first.”
Style, Self-Care, and Everything In Between
Sujin is never afraid to try out new fashion styles. After spending the day with her, we’ve quickly realized her own narrative. Her personality is truly showcased in her fashion: feminine, chic, and always experimenting. She kept trying on different layers, studded belts, and trying on different Hello Kitty keychains on her purses. To Sujin, fashion is about layering and constant movement.
When asked about her fashion inspirations and current favorites, she said, “My favorite brand is Collina Strada. It’s fun, always experimenting, and fighting for sustainability. I always aim to live a clean life with high-quality materials. Collina Strada already has those unique layers, colors, and authentic ethos behind them. I’m so happy that I could be dressed by them for work and would love to collaborate with the brand in the future!”
She also shared her two biggest style icons. “My biggest fashion inspirations are my mom and BLACKPINK’s Jennie. My mom has an effortlessly classy style — feminine, chic, and intentional, especially when it comes to collecting vintage Celine and Chanel. Growing up, I became knowledgeable about the past, present, and future of fashion. On the other hand, Jennie is such an iconic symbol of beauty, culture, and fashion. Her custom outfits are so striking, and she’s so unapologetic with her aesthetic.”
But in all this business, how does one unwind and take care of herself? Sujin commented, “I’m obsessed with wellness. I just need a couple of hours at the BATHHOUSE with my friends. A good sauna, cold plunge, and lymphatic drainage massage will do the trick. BATHHOUSE does an amazing sauna ritual that’s a multisensory experience. After a relaxing day, I’m ready to get creative and work.”
Sujin emphasized the importance of taking care of yourself while grinding away at work. After her long experience as a professional ballet dancer, she understands that to be in the best headspace at work, your inner beauty comes first. After a busy week at New York Fashion Week, activations, and taking care of international clients, the year of the horse welcomes her passion and creativity. Sujin’s last comment was, “Your 20s are for you to do everything. So go out in your best outfit, go meet everyone, and see what feels most aligned with you.”
You can definitely catch Sujin grabbing froyo, strolling around Flat Iron with a matcha in hand, or having a cozy work-from-home day with her cat. Catch more of Sujin’s creative world on her Instagram and Pink Pen PR.
Looking for more fashion news? Check out our coverage of NYFW’s first modest fashion show, Modest Now x Muslimi.
