Chung Chung Lee was born and raised in Seoul to renowned designer parents who founded the legendary Korean fashion house LIE SANGBONG. Having access to the atelier since the age of six, runways and various fashion week events across the globe since the age of 14, Chung Chung was raised in an environment that fostered creativity and encouraged experimentation, hence his innate inclination toward the arts. Tagging alongside his superstar fashion designer father on his inspiration trips to exotic places such as India and Africa, practicing artistic freedom was a large part of life for Chung.
Commencing his design career in menswear on the famed Savile Row under the guidance of the celebrated menswear designer Oswald Boateng, Chung solidified his tailoring skills, which eventually led to launching a menswear line, A. Hallucination in London. Upon the introduction of his first collection, Chung received critical acclaim by notable fashion magazines such as Vogue UK and GQ UK followed by multiple awards including two consecutive “Winner of Ones to Watch” awards in 2010 and 2011 by Vauxhall Fashion Scout, “Bright Young Things” by Selfridges, and “Menswear Designer” award given by Fashion’s Finest Awards in 2011.
In 2011, Chung partnered with his sister Nana to form the fashion label LIE. Since its launch, LIE has grown to include two free standing stores in Korea, multiple pop-up shops throughout Asia and a permanent section in the flagship LIE SANGBONG Concept store in New York’s Meatpacking District. The line is distributed across the globe including select boutiques, specialty shops and department stores.
Chung continues to build the LIE brand by expanding to new markets globally and online. With LIE’s success, Chung never forgets its roots and weaves this story into the fabric of the brand every day.
Chung Chung Lee and Nana Lee, the brother-sister duo behind the brand LIE, are the children of renowned designer parents of the legendary Korean fashion house LIE SANGBONG. Growing up, they were surrounded by creativity, runway shows, and fashion week events that took them around the globe. They formed their own design tastes after graduating from Central Saint Martins and becoming award-winning designers in their own right. They were happy working in the fashion industry independently, but as Chung and Nana settled in Seoul and New York respectively, they sensed a growing desire for more affordable luxury among their peers. That sparked a shared vision to create a line that echoed the elegance and sculptural details of their parents’ label, with a more accessible price point and style for the modern day creative woman. That vision came to life with the launch of LIE.
Chung Chung and Nana’s exquisite taste and laid back demeanor is central to the LIE brand. Defined by a masterful blending of geometric patterns and shapes, each collection manifests their multicultural perspective through a playful yet restrained use of sculptural shapes, proportion, and texture accompanied by intricate details and tailoring.
Since its inception, independent and creative women around the globe have flocked to the brand. Today, LIE has grown over the years to include two free standing stores, multiple pop-up shops throughout Asia and a permanent section in the flagship LIE SANGBONG Concept store in New York’s Meatpacking District. The line is distributed through wholesale accounts across the globe including specialty shops and department stores in Korea, Singapore, China, Turkey, Middle East, Canada, and the United States.
With a team that’s located worldwide, the brand continues to grow and evolve by exploring new possibilities while remembering its roots.