News | Page 3 of 3 | Privé Alliance


Since the launch of Privé’s collaboration with singer Byun Baekhyun, the brand has ultimately developed a concept that would stick to the brand’s identity––the idea of collaboration, teamwork, partnership: alliance.


Privé Alliance unveiled the first series of Fall 2018 campaign, shot by Giseok Cho. Featuring Privé Alliance’s co-creative director’s self portrait, the campaign was art-directed by both Danyl Geneciran and Byun Baekhyun himself.


Defining the ideal concept of streetwear can be taken from its counterculture of hip-hop and its staples that also defines Privé Alliance––comfort. Materials from combed cotton to polyester, one can consider Privé Alliance comfortable as its go-to piece without destroying a polish style.


Following a successful inaugural in July 2018, Privé Alliance releases a 9-piece limited collection exclusively designed by Byun Baekhyun (BBH).


The first release features pieces with distinct personal touches around the concept of “Fearless”—a term that is significant to the artist, wherein he incorporates images like measuring tapes and barcodes portraying the sense of immeasurable fear.