Created by artist and fashion designer Daeun Lee (aka Leeda) in 2016. The brand VLeeda, meaning ‘Very. Leeda (Leeda means art&design) is a womens contemporary brand driven by artwork. Lee majored in painting whilst studying Art & Fashion Design at Hongik University, Seoul.
The design process begins with Lee’s original artwork that flows into the textiles of her clothes. Designs are feminine and delicate and are often created in an almost edible colour palette. The brand aims for the wearer and onlookers alike to have an artistic appreciation for the art within the garment. Vleeda caters for women who are willing to show self-expression through art.