In conversation with 1883 Magazine, Yena Kwon discusses how brands live beyond visuals, of how they move, feel, and connect. With a background that spans luxury fashion, digital experience, and multi-sensory strategy, Yena is part of a new generation of brand thinkers who see branding as a business and a deeply human craft.
A Marketing and Branding Specialist who shapes the invisible: Yena Kwon on Multi-Sensory Branding, Cultural Insight, and Designing Meaningful Brand Worlds
In a world where speed and surface often dominate the conversation, Yena Kwon moves with intent. A creative force at the intersection of branding, culture, and storytelling, she doesn’t just follow trends. She questions them, dissects them, and reframes them with nuance. Whether working on global campaigns at houses like Dior or contributing to digital innovation at The Row, Yena brings both strategy and soul to her work, infusing it with a quiet conviction that luxury is not just about aspiration, but connection.
With a background that bridges Eastern and Western markets, she is particularly attuned to cultural shifts others might miss, from the emotional subtleties of digital behavior in Korea to the evolving expectations of modern consumers. For Yena, marketing isn’t just about visibility. It’s about meaning. And in an age of emotional fatigue and algorithmic noise, that distinction makes all the difference.
In this conversation, we explore Yena’s thoughts on the evolution of luxury branding, her creative process, cross-cultural insight, and what it truly means to build a brand that resonates.
Q: Thank you for speaking with 1883 Magazine today, Yena! So, to jump right into it, you’ve worked across fashion and digital brand experience. What first led you into the world of branding?
A: I’ve always been drawn to the emotional layer of brands and how they can comfort, inspire, or even heal people in their own unique way. A real turning point for me was leading the 10th anniversary fashion show for Runway27, a student-run organization at FIT that produces an annual fashion show. As President, I oversaw the full creative direction and brand storytelling – from shaping the theme and developing the visual identity to building a cohesive brand experience across every touchpoint.
To celebrate our milestone year, I initiated a full rebrand of the organization. We introduced a new logo, launched our first website, and formed creative teams in Graphic Design and UI/UX under a newly established Media Communications committee. Our show theme, SYNERGY, symbolized the harmony of earth, fire, water, and air, elements that reflected the collaborative energy we wanted to channel across our teams and partnerships.
It wasn’t just about producing a show. It was about translating an idea into a full sensory experience. That moment made me realize that branding isn’t just about how something looks, it’s about how it makes people feel.
Majoring in Advertising and Marketing Communications, with minors in Multi-Sensory Branding and Economics, I’ve always been curious about what makes certain brands stand out and create lasting communities. I’ve long admired how brands like Nike do this through story, spirit, and shared values. My time at Runway27 made me realize I want to help build brands that do the same, brands that connect deeply and authentically with people.
Q: That’s so inspiring! I also heard you received the Max Meyer Memorial Award, which is one of the highest distinctions a graduating student can receive at FIT. Can you share more about that experience?
A: Thank you! Yes, receiving the Max Meyer Memorial Award was such an honor. It’s awarded to just one graduating student each year who has shown outstanding leadership and service to the FIT community, so it really meant a lot to be recognized in that way.
Much of that journey was shaped by my time leading Runway27, where I was able to bring people together through creative collaboration and purposeful programming. I also received the President of the Year and Peter Vogel Gold Leadership Keys Award, and seeing Runway27 honored with both Program of the Year and the Legacy Award made the experience even more special. Ending my final year with these acknowledgments really affirmed how impactful our work was—not just as a student-run fashion show, but as a community that brought people together through collaboration, creativity, and shared purpose.It was a really meaningful way to wrap up my time at FIT.
Q: That’s such an amazing experience. How do you think this has shaped your branding career now?
A: Leading Runway27 really helped shape the way I view branding, not just as a visual identity, but as a holistic experience rooted in purpose and connection. Our mission was to act as a bridge between students and the professional fashion industry, and I’m proud to say we achieved that.
This year, our team was intentional about ensuring every decision reflected our message and core beliefs. Runway27 became more than just a fashion show; it evolved into a platform that united diverse passions across FIT and created a collaborative, respectful environment for students to grow.
We partnered with 41 sponsors, including Acne Studios, Retrofête, and Colorpop Cosmetics, and welcomed industry professionals like editors from HYPEBEAST, WWD, and i-D Magazine to our show. That level of engagement showed me how powerful branding can be when it’s rooted in authenticity and shared values.
The experience helped me develop a strategic mindset around brand storytelling and taught me how to lead with intention, which are the skills I carry with me into every branding project I work on today.
Q: You’ve had impressive roles at both The Row and Dior, working across omnichannel experiences and digital marketing. Could you share some defining moments from those experiences?
A: At The Row, one of the most defining moments was contributing to the development of The Row Plus, a digital platform built in partnership with Alpha to connect sales associates with clients. The goal was to translate the brand’s highly personalized, luxury-level service into a seamless digital experience. I also supported the launch of The Row’s first store in Korea, helping align both the retail and digital presence with the local market’s cultural and operational expectations.
At Dior, I was part of the Digital Marketing & Media team for the Americas, where I executed paid media strategies across channels including social, print, search, and out-of-home. A key highlight was leading regional paid social strategies for major men’s collaborations, such as those with Lewis Hamilton and KAWS. These campaigns consistently delivered top performance in lead generation. To maintain brand integrity across such diverse platforms and markets, we worked closely with teams in Paris, as well as internal partners in merchandising, e-commerce, and PR.
These roles taught me how to manage complexity at scale, balancing global consistency with local nuance while ensuring that every touchpoint remained clear, strategic, and true to the brand’s identity.
Q: You’ve worked across different markets and cultures. How has your cross-cultural background influenced your approach to branding?
A: Growing up in Korea and building my career in New York has given me a deep appreciation for the nuances of cultural context in branding. I’ve learned that effective branding always begins with listening and really understanding the people you’re trying to reach. What resonates in Tribeca may not land the same way in Seoul. It’s not just about translating words, but about adapting rhythm, tone, and timing.
For brands looking to grow globally, cultural intelligence is essential. I try to bring that mindset into every project, crafting experiences that are globally resonant but still feel authentic and relevant within the local culture. It’s about creating a sense of connection, no matter where the audience is.
Q: As branding continues to evolve, where do you see the industry heading—and how do you envision your role within that future?
A: I believe branding is becoming more fluid, more sensory, and increasingly values-driven. It’s shifting away from overly polished messaging and moving toward how a brand fits into someone’s daily life in subtle, emotional, and often quiet ways.
I want to be part of that shift. Whether it’s through multi-sensory design, cross-cultural storytelling, or experience strategy, I see myself helping brands create meaning—not just visuals. Long-term, I hope to build a consultancy or creative studio that helps brands design lasting memories across disciplines and cultural borders.
Q: Thank you for sharing such inspiring insights about branding and where it’s headed Yena! As a final note, what advice would you give to someone just starting out in the field today?
A: I constantly remind myself to stay endlessly curious about people. My advice would be to focus on what moves them, rather than just what sells. The best branding is rooted in empathy and understanding. I truly believe in the power of subtlety, and sometimes it’s the smallest, quietest choices that leave the most lasting impact.
