Ji Won Choi is a South Korean-born, American fashion designer known for her bold, colour-driven aesthetic and her ability to bridge cultures through fashion. Born in South Korea and raised in the United States, she draws inspiration from the energy and rhythm of cities around the world, creating collections that fuse graphic storytelling, contemporary streetwear, and refined high fashion. Through her label Not Just A Label (NJAL), she has established herself as one of the most exciting voices shaping contemporary fashion.

After graduating from Parsons School of Design, Ji Won quickly emerged as one of the industry's most promising talents. Her work explores themes of identity, movement, and inclusivity, resulting in collections that are both visually striking and deeply personal. She has also collaborated with global brands such as Adidas Originals, bringing her signature use of colour and innovative design to audiences worldwide.

Ji Won's collections have been showcased at New York Fashion Week and featured in leading fashion publications including Vogue, Dazed, and i-D. Her fresh perspective, fearless creativity, and commitment to cultural storytelling have earned her recognition as one of a new generation of designers redefining the future of fashion.

Whether through the runway, creative collaborations, or her growing presence on international platforms such as her brand; Not Just A Label, Ji Won Choi continues to challenge convention with designs that celebrate individuality, cultural exchange, and the freedom of self-expression, cementing her place among fashion's most innovative contemporary designers.