Alumni Spotlight : Una Byeun, founder of a cruelty-free luxury fashion brand

Today we're interviewing Una Dawoon Byeun, who graduated from the Master of Science in Luxury Goods and Services program at IUM in 2008. She is the founder and designer of Una de Monaco, a vegan leather bag brand that blends ethical craftsmanship with sophisticated design. 

With a passion for sustainability and creativity, Una is dedicated to redefining luxury by offering elegant, cruelty-free alternatives for modern consumers. Having lived in ten different countries, Una's global experiences have profoundly influenced her design philosophy, infusing her creations with diverse cultural inspirations. She is currently based in South Korea, where she continues to innovate in the world of luxury fashion. Beyond her work, Una finds joy in traveling, being in nature, and practicing meditation, drawing inspiration from these experiences to fuel her creative endeavors.

What motivated you to choose IUM for your degree?

I wanted to study the fashion business and did a bit of research. I looked at the curriculum and felt that IUM offered more interesting classes and choosing IUM indeed proved that it offered a very serious and interesting curriculum throughout the program.

What was your first impression of the school?

I went to a university in the United States for my undergrad, so I was used to having hundreds of the students in one class. IUM offered a very family-like atmosphere with a close circle of friends and faculty, and I felt very close to everyone at the school.

How did your education influence your career choices?

I am running a handbag brand now, so I have been in the fashion industry for quite a while. I have seen many designers failing in their career because they only focus on the design aspects of the business. If you are in the fashion industry, or any industry, you need to have a business mindset or background and run it like a business. I think IUM has helped me to be equipped for this.

What was your first job after graduation, and how did you land it?

My first job was with Quintessentially. At that time, I graduated with a specialization in luxury events and the concierge industry, so I was more into the service sectors rather than the fashion industry itself.

How has your career evolved over the years?

I have made quite a few changes from working for concierge services, to watches and sunglasses, and have had a few business ventures in restaurants, an online webzine, and then finally in fashion. I was never comfortable working for someone else. I have been mostly happier being an entrepreneur.

Can you tell us about your current role and key responsibilities?

Since my company is still a small company, I do everything from design to marketing and sales. I do have team members to help my business move forward, but I like to have my hands on the operation of my business.

How do you see your industry evolving in the next decade?

I run a vegan leather bag brand, and we have developed a sustainable material as well. I see myself not only in the fashion industry, but also in clean-tech. If you combine these two, I see so much potential in the market in the next decade. Sustainable fashion is where the whole fashion industry is heading at this moment.

What role do digital platforms and social media play in elevating luxury brands?

For luxury brands you have to showcase craftsmanship and heritage and maintain the brand image throughout both online and offline channels. You need to maintain exclusivity while reaching global, tech-savvy audiences.

What are the biggest challenges facing luxury brands today?

I would say sustainability. A lot of traditional luxury brands that have used animal leather have to deal with the awareness of the environmental impact.

How do you address sustainability concerns in the luxury industry?

Ethical sourcing and sustainable materials should be paid attention to. Diamonds and cow leather that have sacrificed many lives are no longer ‘cool’ or necessarily considered as luxury. Also, the unnecessary waste and the environmental issues that stem from having too much leather in the luxury industry should be paid attention to as we move forward into the new luxury era.

How do you respond to shifts in consumer demand, such as the rise of experiential luxury?

I have shifted away from one-way push marketing on social media to interacting with customers in different formats. We have recently started doing live commerce streaming where you sell directly to the customers and do online chats. It is like having your own home shopping channels. You must always find innovative and different ways to interact with the customers nowadays. They want a more personal attachment and emotional connection to the brands they buy.

What do you wish you had known as a student?

I wish I knew that being a student was the easiest job 😊

What does being an alum of this school mean to you?

Being a graduate of IUM brings me so much pride. I even named my brand after Monaco! It’s very prestigious to be an IUM alumni.

What are the most important skills students should develop before graduating?

Find your personal passion and mission; that is most important. The actual skills come easy once you find your own mission.

What advice do you have for new graduates about staying connected with the school?

I still stay in close contact with my classmates, and they have become lifetime friends. I believe that IUM is not only the place where you acquire knowledge, but you meet great minds and form a network to build a foundation for your future. The friends that I have made from IUM have been the biggest cheerleaders for me over the last 17 years.

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Interview by Michael Bouchard (MBA Alumnus, 2007)

IUM Alumni Ambassador