Designer Park Seunggun launched pushBUTTON in 2003 with the aim to "shake up" the Korean fashion scene; the brand has numerous celebrity fans including singer Lee Hyo-ri and actress Kong Hyo-in and has certainly become one of the must-see shows of Seoul Fashion Week.

pushBUTTON has always had a bit of a "cute" and fun edge but it's firmly based in well-tailored ready-to-wear with strong use of color and the addition of streetwear staples like tees and sweatshirts.