S/ Magazine Spring 2022 cover featuring Sandra Oh in a pink suitS/ Magazine
SITWIDSEOUL campaign: model in black tailoring with a white circle on a grey set
The SH-E-O: model in a grey coat on Wall Street, Trinity Church and an American flag behind herThe SHEO Editorial
on repeat
research → sketch → iterations → samples → final
about me

Hi,
I'm Bella.

Fashion designCreative & art directionGraphic designStylingPhotographySet & prop design

Storytelling is at the heart of everything I make. Whether it's a capsule collection, an editorial or a 78-page book, I start with the same two questions: who is this for, and what should they feel? The answers shape every choice after that.

I studied fashion design at Parsons School of Design and Toronto Metropolitan University, so I bring real craft to the table: drafting, draping, sewing, tech packs and sourcing. On set I wear every hat: creative and art direction, production, casting, styling, set and prop design, photography and post-production. That way, the story stays whole from concept to final image.

Fluent in English and Korean, currently based between Vancouver and Seoul.

See the work ↓Say helloVancouver · Seoul
B.YOND Visionary spread: Songpyeon and Sweet Escape
SITWIDSEOUL campaign: two models holding a pale pink circle against redSWS BY H-Y
currently
developing product at lululemon
Framed Bones line-up illustration
The On-Duty Trouser · strap detail

Contents

the folders

Fashion &
direction

Six projects, each filed with its research, process and final images. Pull one out to see everything inside.

01B.YOND
78 pages, cover to close

Cover Story · Editorial Publication

B.YOND

A publication for the Asian American creatives redefining their industries.

Part archive, part manifesto, B.YOND is a publication about cultural identity, told by the people living it. Grounded in one-on-one interviews and a phenomenological lens, it follows six established creatives and the unexpected roads that led them to where they are.

I art-directed, lit, styled, shot and retouched the book's visual stories myself, and drew every digital illustration in it, including the playlists, shopping edits and reading lists that punctuate the interviews.

78 pages6 interviewsArt DirectionGraphic DesignIllustrationPhotography
Open the full project →

all digital illustrations by me ↓

02SWS BY H-Y
all 7 looks, made from scratch in NYC

The Stay Awake Campaign & Capsule Collection · SITWIDSEOUL

SWS BY H-Y

Luxury contemporary streetwear: a seven-piece unisex capsule, cut and sewn in New York.

Designed and constructed from scratch in New York for the label SITWIDSEOUL, this 7-piece unisex capsule explores the relationship of self versus self: trial, error, and the perseverance that is fuelled by passion and rooted in identity.

I carried the collection from pattern to campaign: sourcing fabrics from New York and Italy, then directing the casting, set, styling and post-production of The Stay Awake Campaign.

Garment Design & ConstructionCreative DirectionStylingSet DesignPhotographyProductionDigitalEditorial
Open the full project →
03S/ Magazine

On Set · Art Department

S/ Magazine

Behind the pages of the Spring 2022 issue, fronted by Sandra Oh.

As Art Intern for S/ Magazine's Spring 2022 issue, reporting to the Art Director, I worked across the full arc of a national luxury title, from the first brainstorm to the final pre-flighted page.

Layout design, photo research, retouching, on- and off-figure shoot support, and social content for houses including Chanel, Hermès and Louis Vuitton.

PrintSocial MediaOn setArt DirectionDigitalTypography
Open the full project →
04The SH-E-O
directed, styled + shot by me

Fashion Editorial · Photo Story

The SH-E-O

Sunrise to skyline: one day in the life of a woman who runs New York.

A photo story following a businesswoman through the rush of New York City, from first coffee to last light. Sharp tailoring, city texture and candid movement tell a story of ambition in motion.

Conceived and produced end to end: direction, casting, styling, hair and makeup, photography and post-production.

Self-directedShot by BellaStylingCreative DirectionPhotography
Open the full project →
05Framed Bones

Collection · Avant-Garde

Framed Bones

Architecture, worn. A collection that treats the body as structure and the silhouette as skyline.

Rooted in the angles and planes of architecture, Framed Bones proposes new measures of dressing for a musical artist stepping into a high-publicity moment: a ceremony, a gala, a red carpet.

Shaped through research, material studies and draping, then lifted by bold graphics: hard geometry set against the movement of the body.

Market researchDrapingIllustration
Open the full project →
06The On-Duty Trouser
see the strap detail

Garment Design · Pattern to Picture

The On-Duty Trouser

One garment, one pair of hands, taken from first line to final photograph.

A study in owning the entire life of a product. I designed the On-Duty Trouser and constructed it myself, then styled, art-directed and photographed it.

Utility strapping and clean technical lines give it a uniform-like confidence: a trouser built to clock in, and never clock out on style.

DesignConstructionPhotography
Open the full project →
graphic design

Type, brand
& layout

Five graphic projects. Hover to fan a folder open; click to see the whole board.

Graphic edit
section 02

Type, layout and identity: the visual language that frames the clothes.

brand concept bookAimé Leon Dorecatalogue + postersMoMA × Bauhaustype journalExpressive Typebranding systemCiel Clairtemplate bundlesDigestive Health
behind the scenes

The process reel

The in-between. Sketches, flats, paint tests and page plans pulled from six different projects, each labelled with where it came from.

01logo sketch
Ciel Clair →
02logo sketch
Ciel Clair →
03type research
MoMA × Bauhaus →
04paint test
Expressive Type →
05paint test
Expressive Type →
06pagination plan
Aimé Leon Dore →
07illustration
Framed Bones →
08illustration
Framed Bones →
09illustration
Framed Bones →
10technical flat
SWS BY H-Y →
11technical flat
SWS BY H-Y →
scroll sideways, tap a frame to enlarge, or tap the project name to see the finished work
about

The details

Where I studied and what I work in.

identification
Bella Lee
Does
Fashion Design · Creative Direction · Art Direction · Graphic Design · Styling · Photography · Digital · Production
Based
Vancouver · Seoul
Speaks
English · Korean
Studied
Parsons · TMU

BFA, Fashion Design

Parsons School of Design, New York

NYC

Bachelor of Design, Fashion

Toronto Metropolitan University

TOR

Product Developer

lululemon · 2024 to present

VAN

Skills, as swatches

hover a swatch: each one moves like the material it is

01Fashion DesignCollection design, drafting, draping & sewinghoundstooth wool · see SWS BY H-Y →02Creative DirectionConcept, storyboards, casting & narrativeiridescent satin · see The SH-E-O →03Art DirectionMood, colour, composition & setcolour chips · see Aimé Leon Dore →04Graphic DesignType, layout, identity & editorialriso halftone · see MoMA × Bauhaus →05StylingWardrobe, props & set dressingknife pleats · see Framed Bones →06PhotographyLighting, shooting & retouching35mm film · see B.YOND →07DigitalSocial, campaigns & Adobe CCpixel mesh · see S/ Magazine →08ProductionSourcing, tech packs, sets & shootskraft + tape · see The On-Duty Trouser →