The 34-year-old Seoul native designs for National Publicity, a men's bag label featuring PVC labels-coated canvas bags that he launched in South Korea in 2011. Bags are something everyone can use. By designing bags, it can reach out to more people.

The bags have been sold here at multi- PVC label boutique Front Row and lifestyle stores Cumulus and Tyrwhitt General Company since last month.Prices range from $199 for a tote bag to $249 for a backpack. It is also reaching out to a wider market through Headline Seoul, an affordable womenswear label he co-owns with Ms Ann Kositchotitana, the owner of Front Row.Launched here last November as a pop-up store in Front Row, the brand is billed as Asia's first fast-fashion label that aims to give the likes of H&M a run for their money.

New collections, which arrive every six weeks, feature girl-about-town streetwear and outfits for young executives. A more premium collection, called Headline Seoul Luxe, is slated to launch here in June. Prices are likely to range from $39.90 for basics such as a blouse to $199.90 for a lace dress. The PVC labels, which was launched in the Philippines last October, is also in talks with franchise partners to set up stores in China and Thailand.

Mr Hong, the younger of two children of a leather importer and a housewife, moved to Tampa, Florida, in the United States with his family when he was 13.After completing film school at Santa Monica College in Los Angeles, he moved back to Seoul alone in 1998 to serve in the navy and stayed on after that.In 2001, he started working as a music scout, sourcing for music lyrics and songs for famous Korean singers, such as BoA and Shinhwa, at SM Entertainment. The top artiste management agency in South Korea boasts popular pop bands such as Super Junior and Girls' Generation.