A bag comes before shoes, says fashion entrepreneur Brandon Hong. "A bag is an essential, while shoes complete the overall look."

The 34-year-old Seoul native designs for National Publicity, a men's bag label featuring PVC-coated canvas bags that he launched in South Korea in 2011.

His bags have been sold here at multi-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.

"Bags are something everyone can use. By designing bags, I can reach out to more people," says the bachelor.

He 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.

"As we have the resources, including promising new markets such as Singapore in our own backyard, Ann and I saw the opportunity to launch an international fast-fashion label that caters specially to Asian tastes," he explains.

As the creative director of Headline Seoul, he oversees a design team of six designers and merchandisers - three in Seoul and three in Singapore - which comes up with prototypes and collections.

New collections, which arrive every six weeks, feature girl-about-town streetwear and outfits for young executives. Prices range from $15 for a cotton-blend camisole to $149 for a pony-hair handbag.

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.

Headline Seoul's first stand-alone store, a 1,800 sq ft space, will open at B2-09 Wheelock Place on Feb 2. Another store is slated to open in One Metro Point Shopping Centre in Kuala Lumpur in late March.

The label, 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.

He then joined British lifestyle magazine Dazed & Confused as a marketing director from 2009 to 2010, but left to set up National Publicity.

His main goal, he says, is to offer trendy clothes at affordable prices so people can feel good about themselves.

"My creations are lifestyle-oriented. They must combine function, fashion and fun through silhouette, shape, texture and styling," he says.

7 THINGS IN HIS BAG

	1 FABRIC SAMPLES These samples are for my National Publicity carriers. I always carry the latest swatches with me until I can decide which ones to use in my next designs.
	2 PENCIL CASE This leather pencil case from Gongjang, a South Korean accessory brand, is elegantly styled like an envelope that opens and closes easily.
	3 HEADPHONES I never travel without my music devices, including these headphones from Danish brand AIAIAI. Mine is the TMA-1 model, which is designed for professional deejays, because I am very particular about the sound quality of my music.
	4 MAGAZINES I’ve always liked Dazed & Confused,which has lots of artistic content. Eloquence is a new Korean magazine that focuses on human interest stories. It has very good interviews of people in different fields. Ceci is a South Korean street-fashion magazine for young women that I subscribe to, so I can find out what is popular on the streets.
	5 NECKLACE COLLECTION This accessories tray was used to display some of the latest necklaces, hairbands and bracelets I sourced from Seoul for Headline Seoul’s pop-up shop in Front Row.
	6 SKETCH PAD I always carry this with me because I am designing 24/7 and I derive inspiration from life around me. The best ideas for great design come from living, breathing and feeling life.
	7 MEDICINE POUCH This is my customised first aid kit which contains cold medicine, eye drops, bandages, vitamins and hand wipes. I like the spongy material it is made of.

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