Marke Tree Brand × Ultra Violet Fashion Make Their Seoul Debut With The Musa Showroom

A new collaboration brings handcrafted wearable art and light-responsive fashion to The Musa Showroom during Seoul Fashion Week SS ’27.

There is a particular kind of fashion that asks to be looked at twice.

At first glance, the work of Marke Tree Brand and Ultra Violet Fashion belongs to the language of considered design: intricate craftsmanship, distinctive forms, artistic detail, and an obvious respect for the hand behind the object. Look closer, however, and something begins to change. The pieces reveal a different relationship with clothing—one in which fashion is not simply worn, but experienced.

On September 4, 2026, the two creative houses will debut their first collaborative collection with The Musa Showroom in Gangnam during the Seoul Fashion Week SS ’27 season. The presentation brings together the worlds of Jelena Velichenko, founder and designer of Marke Tree Brand, and Violeta Goupel, founder and designer of Ultra Violet Fashion.

Their meeting is built around a question that feels increasingly important in contemporary fashion: what makes something worth keeping?

For Velichenko, the answer begins with craftsmanship.

Fashion With a Longer Life

Creating has been part of Velichenko's life since childhood. What began with designing her own clothes eventually developed into a broader creative practice spanning interior design, furniture, accessories, and wearable art.

That history is important to understanding Marke Tree Brand.

The brand does not approach accessories as disposable additions to an outfit. Its pieces are conceived as objects with a longer life—works intended to move through different occasions and remain relevant as personal style evolves.

The philosophy is deliberately considered.

At a time when fashion is often defined by speed and constant replacement, Marke Tree Brand makes a case for another kind of wardrobe. One built around fewer, more meaningful pieces that can adapt without losing their identity.

The craftsmanship is therefore not simply a technical detail. It is part of the reason the object exists.

Each piece carries the character of something made with intention. The goal is not merely to complete an outfit, but to create something that becomes part of the wearer's own visual language.

When Light Becomes Part of the Design

Ultra Violet Fashion approaches transformation from another direction.

Founded by designer Violeta Goupel, the label draws inspiration from nature, people, art, and the atmospheric beauty of historical frescoes. Her work is concerned with emotion and the ways visual expression can change depending on how it is encountered.

That idea becomes particularly striking through her use of UV-reactive techniques.

Under changing light conditions, colors and visual elements can emerge or evolve, allowing the design to reveal something that was not immediately visible. The garment becomes responsive to its surroundings.

It is a subtle disruption of the conventional fashion experience.

A traditional garment presents a finished image. Goupel's work allows that image to shift.

The wearer is not simply displaying a completed design. They become part of the conditions through which the design is experienced.

Two Perspectives, One Collection

The collaboration between Marke Tree Brand and Ultra Violet Fashion does not attempt to make the two designers identical. Its strength lies in the contrast.

Velichenko brings the intimacy of handcrafted objects and a commitment to enduring design. Goupel introduces a more experimental vocabulary in which light can alter what the viewer sees.

Their shared collection exists somewhere between those two ideas.

A carefully crafted piece can still surprise you. A work of wearable art can still function within an everyday wardrobe. Innovation does not have to come at the expense of longevity.

That balance gives the collection its point of view.

Rather than treating fashion as a fixed image, the collaboration considers it as something capable of carrying memory, emotion, movement, and change.

Why Seoul

The decision to introduce the collaboration in Seoul feels natural.

Seoul has developed into a major creative center where fashion intersects with technology, art, music, beauty, and contemporary culture. It is a city accustomed to seeing tradition and experimentation exist within the same visual landscape.

For Marke Tree Brand and Ultra Violet Fashion, that makes Seoul more than a backdrop.

It becomes part of the story.

Presented through The Musa Showroom, the collection enters the city as an intimate fashion experience rather than a conventional retail presentation. Guests will be able to encounter the pieces closely, understand the craftsmanship behind them, and experience the visual transformation that gives the collaboration its distinctive character.

The Musa Showroom's philosophy of “Normalizing culture in high-end spaces” provides another layer to the presentation. The platform has been built around connecting independent and culturally expressive brands with international audiences, creating spaces where fashion can be encountered as part of a larger cultural conversation.

For this collection, that conversation begins in Seoul.

Beyond the Object

The most compelling aspect of the collaboration may be that it resists being reduced to a single category.

The collection sits between accessory and garment, fashion and art, permanence and transformation. Its pieces can be appreciated for the skill involved in creating them, but that is only the beginning.

Some details reveal themselves through craftsmanship. Others become visible through light.

The experience changes depending on how the collection is encountered.

That is particularly meaningful for two designers whose work is ultimately concerned with individuality. Their pieces do not prescribe one way of being worn or understood. They leave room for the person wearing them to complete the story.

In that sense, the collection is less about creating a perfect image and more about creating a lasting relationship between object and wearer.

A New Chapter in Wearable Art

The Seoul debut marks the beginning of a new creative chapter for Marke Tree Brand and Ultra Violet Fashion.

Their collaboration brings together two different approaches to design without compromising either one. It is a meeting of craftsmanship and experimentation, with each informing the other.

For The Musa Showroom, it is also an extension of a larger vision: creating access to fashion experiences that feel culturally relevant, creatively ambitious, and personal.

On September 4, the collection will enter that conversation in Seoul.

Not simply as another fashion presentation, but as an invitation to look closer.

Because sometimes the most interesting thing about what we wear is what it reveals when we give it another look.

Marke Tree Brand × Ultra Violet Fashion
Presented by The Musa Showroom
September 4, 2026
Gangnam, Seoul, South Korea
During the Seoul Fashion Week SS ’27 season

Normalizing culture in high-end spaces.