Eugenia Kim On Customization, J.Lo, And Her Favorite Hats

Eugenia Kim is recognized for her bestselling headwear, chic accessories, and her one-of-a-kind pieces. She is one of the few luxury women’s accessory labels that creates custom pieces for its customers, and in an acknowledgement of the wants and needs of its consumers, Eugenia Kim launched a customization program directly out of its atelier in New York City, where it produces custom orders in less than a week. The program offers hand-embroidery, making each piece one-of-a-kind. If you spot your favorite celebrity in an embroidered personalized hat, it’s likely Eugenia Kim. In this interview, she talks about launching her company, her inspirations, and her newest venture: a curated selection of vintage jewelry. 

What inspired you to start your company? 

After a bad haircut, I created a feathered cloche to wear as a disguise. Boutiques in my downtown New York City neighborhood immediately took notice of the inventive design, and soon after, Barneys New York placed their first order. As a result, the Eugenia Kim brand was born.

What were some of the challenges you had to overcome to get to where you are today?

One of my biggest challenges was not being prepped with the knowledge that comes from attending fashion school. I had to learn as my business grew, which was a tough pill to swallow.   

Who, where, or what inspires your designs? 

I am inspired by my surroundings, art, and luxurious materials. Often, a beautiful and unique trim can reimagine a signature silhouette and create a new vibe. I want to invoke joy with every style. So I start with seasonal inspiration, then review trends, source materials, and design silhouettes that will help exude that emotion.

Have you always wanted to be a fashion designer? 

Actually no, I had my heart set on becoming a medical doctor but an accident in college led me down a different path. 

What advice would you give to someone who is starting out in the industry? 

Once you identify your brand DNA and target consumer, stay true to that because it will be the very reason why customers come back to you again and again. Being creative isn’t enough anymore, you also need to be business-minded. 

Your straw hats have been quite the social-media phenomenon and the brand has been seen and photographed on many A-listers and celebrities. What has been your pinch-me moment since launching the line? 

It’s hard to say since there have been so many favorites. But my first iconic moment was in 1998 when J-Lo wore my Camel Honey hat. 

Do you have a favorite piece you’ve ever designed? 

Yes, it’s actually the piece I designed in 2004 when I won my first CFDA Award. It was a black satin fascinator in the shape of an ashtray with Swarovski crystal ashes. 

How would you describe your design aesthetic?

Feminine, fresh but classic.

Are there any other categories you’re interested in? 

Jewelry! I have the biggest obsession with vintage jewelry, and recently incorporated a curated selection of unique vintage pieces on my website.  

What world issues are important to the brand and what steps are you taking to address them? 

Sustainability! We teamed up with artisans through local programs that supply craftsmen with new jobs, allowing them to continue their skillful techniques and build awareness of this type of artistry. By working with local programs in Bogota, we’ve been able to help women continue their special weaving techniques while helping to increase community employment.

Tell us a bit about your customization program. What does it entail and how did you come up with the concept?  

When I had my retail store, customization was such an important part of my retail business. My customers are very important to me, they are the heart and soul of the brand, and I want them to get a little more involved in our design process. Shoppers will head to our website and click the “Personalize Your Own” tab in the top navigation. From here they can select the style (Ricky, Mirabel, Courtney, or Sunny) they would like to customize. A dropdown menu of various grosgrain ribbons and satin trims appears for them to select from. Once the order is placed our in-house atelier creates the custom piece within 72 hours: one-of-a-kind and perfectly created for them. 

How does customized millinery differ from other customization programs?  

These hats are all hand-trimmed in NYC by our expert artisan. Unlike other programs, we are able to create a personalized hat within 72 hours or less.  

What are the most popular customization options people are selecting? Are there any surprises? Will any of the trends you see filter down into the regular collection? 

The Sunny word hat is our tried and true style that people can’t get enough of. We might take the best design and include it in our SS22 collection. It’s a great way to include our customers in the process.