001
GLOBAL BRAND EXPERIENCES
SYSTEM
Global Brand Architecture & Paris Fashion Week
2020 FW – 2025 SS / Paris, France
Role
Full-Season Creative & Experience Leadership
Runway & Show Production
Global Communications & Media Strategy
Cross-Market Brand Experience Oversight
Runway & Show Production
Global Communications & Media Strategy
Cross-Market Brand Experience Oversight
Notes
From a quiet presence to a consolidated fashion voice in Europe. A+MAZE has led SYSTEM’s Paris Fashion Week expansion since 2020 FW, shaping its creative direction, seasonal show development, and international communications across five years and ten consecutive seasons.
Our work strengthened SYSTEM’s presence in Europe—elevating its runway language, deepening global press traction, and supporting the flagship’s Paris entrance as part of the brand’s wider market strategy. By 2025, SYSTEM had become one of the most closely followed Korean brands on the official FHCM calendar, with a defined position in the global contemporary luxury landscape.
