Jisoo's 2025 Concert Outfit Brings Renewed Spotlight to Singaporean Brand Young Hungry

BLACKPINK's Jisoo's choice to wear a design from Singaporean fashion brand Young Hungry Free during a 2025 concert in Singapore has recently garnered significant media attention. Articles published on August 20, 2026, are highlighting the 14-year journey of the independent label and its founder, Winnie Ong, bringing its story to a broader audience.

Key Facts

• Jisoo's Endorsement: BLACKPINK's Jisoo wore a Young Hungry Free design during a concert in Singapore in 2025.
• Organic Reach: Jisoo's stylist directly contacted Young Hungry Free to request the design for the performance, indicating an organic selection rather than a formal collaboration.
• Brand History: Young Hungry Free was founded in 2012 by Winnie Ong at age 19, initially funded by an advance on her retail salary.
• Production Model: The brand operates with a flexible model, releasing new designs almost weekly through smaller, intentional production runs with long-standing manufacturing partners in China.
• Digital Focus: While previously having a physical store, Young Hungry Free now primarily focuses on digital sales channels.

Brand's Journey and Future

Founded in 2012 by Winnie Ong, Young Hungry Free has steadily built its presence in the Singaporean fashion scene over 14 years. Ong's entrepreneurial spirit led her to fund the brand's initial stages by requesting an advance on her S$1,400/month retail salary. The brand is known for its agile production model, which allows for frequent new releases through smaller, intentional runs, working with manufacturing partners in China, some for over a decade. This approach has enabled Young Hungry Free to adapt and thrive, primarily through digital channels after transitioning from a physical store.

The renewed media interest, sparked by Jisoo's 2025 concert appearance, underscores the impact of organic celebrity endorsements for independent brands. The brand's team confirmed that Jisoo's stylist directly reached out to request the design for the performance, emphasizing that it was not a formal collaboration or paid campaign. This organic visibility has brought Young Hungry Free's sustained efforts and quality designs into the spotlight. The brand is currently exploring deeper community relationships, additional product categories, and broader growth across Southeast Asia.

No unconfirmed claims or speculation are being presented in this report.

For more details, you can read the report by news.nate.com