TONYWACK – HIGH QUALITY, GOOD PRICE, NO PROMOTION
"High quality, good price, no advertising." – this is the slogan of the brand TonyWack, which has become a star of the autumn-winter collection at Ogonёk. The items from the South Korean brand play with the conventions of restrained Asian style, adding a touch of subtle, vividly expressed boldness to basic looks. Of course, our team was curious to understand the magic behind the brand's unique style. In the case of TonyWack, what lies behind its apparent simplicity is truly an enigmatic story, or rather, its entirety.
The autumn-winter collection of the brand sharply contrasts with the bright energy of the past summer season, which was characterized by vibrant neon greens and pinks, lightweight fabrics, and open silhouettes. As the fashion world transitions to the colder months, the mood inevitably changes, or rather, returns to a more sophisticated and thoughtful aesthetic, where comfort and functionality take center stage. The autumn season brings back a palette of deep burgundies, forest greens, charcoal grays, and creamy neutrals, which fill the collection of the Korean brand Tonywack. Layering becomes a key element of the brand's identity: voluminous coats, fitted blazers, and suede bombers add versatility to the outfits. – a theme that meets the needs of modern clients in transforming their wardrobe in the context of increasingly flexible and shorter fashion cycles. I would also add the principle of timelessness to the brand's slogan, because Tonywack items would be relevant both 20 years ago and now, which gives confidence that in 2040 everyone will be asking where you got such an autumn jacket.
Structured yet relaxed forms also indicate a broader dialogue in contemporary fashion, where the boundaries between formal and casual wear are increasingly blurred. As can be seen in many collections of recent years, the idea of a "strong image" is being reinterpreted for a new era – confidence is now expressed not through rigid forms, but through comfort, craftsmanship, and understated elegance. Self-confidence = comfort in every seam. And may this postulate remain in fashion as long as the little black dress by Coco Chanel.
The style of Tonywack is a compelling response to the constant desire to stay relevant in fashion. The South Korean brand offers a much-needed alternative in an era when personal taste often becomes a battleground for the fanatical search for one’s identity, which lies in the endless quest for the new "fashionable" thing. The brand's mysterious and taciturn approach strips away the superficial layers of fashion trends, allowing our natural charm and individuality to take center stage. None of us need to build our identity through the microtrends we see on social media – we already have our inner style that just needs to be felt. By embracing a minimalist aesthetic focused on clean lines and timeless designs, Tonywack helps break free from the constraints of the "fashionable/unfashionable" dualism that so often arises in our minds when choosing clothing. This shift in focus fosters a deeper connection with our wardrobe and allows us to rid ourselves of the imposed tyranny of the desire to be in a state of constant.
