HERA × MARKGONG : ROAD TRIP
Summary
“Luxury in everyday life” has become both an attitude and a standard for choice.
In an era where self-branding is a form of self-expression, the fashion and beauty items we choose go beyond taste and become a way to reveal our identity.
The silhouette of a bag, the shape of a cushion case, even the small object we hold in our hands—each becomes a language through which we describe ourselves.
Within this cultural shift, HERA collaborated with the fashion brand MARKGONG to move beyond function-driven cosmetics and expand beauty products into collectible objects that embody form and artistic sensibility. By translating the structural silhouettes and refined sensibilities of fashion into beauty products, the result proposes a style that goes beyond cosmetics themselves.
Rather than simply placing the two brand names side by side, this project seeks to connect the forms, moods, and attitudes shared by fashion and beauty, presenting a unified direction.
Now, it is time to encounter a special edition by HERA and MARKGONG, filled with stories of fast light, bold hearts, and a spirit of freedom.
Within this cultural shift, HERA collaborated with the fashion brand MARKGONG to move beyond function-driven cosmetics and expand beauty products into collectible objects that embody form and artistic sensibility. By translating the structural silhouettes and refined sensibilities of fashion into beauty products, the result proposes a style that goes beyond cosmetics themselves.
Rather than simply placing the two brand names side by side, this project seeks to connect the forms, moods, and attitudes shared by fashion and beauty, presenting a unified direction.
Now, it is time to encounter a special edition by HERA and MARKGONG, filled with stories of fast light, bold hearts, and a spirit of freedom.
FASHION COLLABORATION
This project proposes an integrated experience that breaks down the boundaries between beauty and fashion by translating the structural and visual codes of a fashion brand into HERA’s product language.
Centered around hero products such as the cushion case and Sensual Lip, a signature bag was developed by incorporating HERA’s distinctive edge points, while the products and goods were designed to exist within a single, cohesive universe.
At the same time, by leveraging the symbolic power of a fashion brand with a global fandom, the project enhances desirability and focuses on creating a collaboration that is not only aspirational but also worth collecting over time.
HERA SIGNATURE BAG
The angularity of HERA’s signature bag frame and the sculptural form of its button are derived from HERA’s FACET language, creating a sharp yet restrained sense of tension.
The upper frame establishes a clear and defined structure, while the lower body forms natural folds, creating contrast and emphasizing a horizontally oriented proportion.
The lower body functions like a canvas that can be expanded through various fabrics and designs, allowing different visual expressions to emerge within a single frame.
This structure is designed to continuously generate new imagery while maintaining a consistent framework.
This frame-centered construction has the potential to be reiterated and expanded across future HERA collections, evolving into a signature piece of branded merchandise that represents the identity of the brand.
MARKGONG, a designer brand based in New York and Shanghai, has established itself as a notable presence in the global fashion scene through its signature universe, “GONG GIRL,” which embodies the attitude of a free and independent woman.
The meeting between HERA—a beauty brand rooted in a strong heritage and the refined aesthetics of Seoul—and MARKGONG—a fashion brand defined by bold,
convention-breaking narratives and a liberated spirit—highlights the power of uncompromising choices and self-determination.
ROAD TRIP : Breaking out of the city, wearing freedom.
Inspired by the film Thelma & Louise, MARKGONG’s 2026 S/S collection, “CATCH US IF U CAN,” foregrounds the attitude of women who reject imposed order and choose their own direction.
In parallel, the collection reinterprets this free and sensual attitude through the language of beauty.
CUSHION CASE
The HERA X MARKGONG cushion case is presented in two distinct versions, each with its own unique appeal.
The washed black case, featuring MARKGONG’s iconic horse embroidery on grey denim, conveys a bold and chic sensibility.
The vintage blue case, crafted from washed blue denim with feminine rose embroidery, embodies the sensual mood characteristic of MARKGONG’s collections.
The silver metal detail applied to both cases is inspired by the bold accessories and belt elements seen in MARKGONG’s collections, further amplifying the shared mood between HERA and MARKGONG.
SENSUAL LIP
The signature stitch embroidery detail from the MARKGONG collection
is applied to the front of the packaging, expressing a new interpretation of the Sensual mood.
The cap is also finished in silver metal, completing the bold aesthetic distinctive to the collection.
is applied to the front of the packaging, expressing a new interpretation of the Sensual mood.
The cap is also finished in silver metal, completing the bold aesthetic distinctive to the collection.
2nd Package
The outer box also incorporates the signature stitch motif from the MARKGONG collection, reinforcing a cohesive identity across the entire collection.
The use of black establishes a strong visual anchor, while an embossed finish on the stitch graphic adds a tactile dimension, allowing the detail to be experienced through touch.
Through this approach, MARKGONG’s fashion and HERA’s products are seamlessly connected, forming a unified collection.
HERA × MARKGONG SIGNATURE BAG
This collaborative signature bag faithfully recreates the mood of MARKGONG’s 2026 S/S collection.
Medium-wash denim is applied as the main fabric, with finely executed white stitching, allowing the bag to function as a canvas where the key artwork of the collaboration can be expressed across a wide surface.
A vintage metal frame is incorporated to complement this, aligning with the overall look of the items that make up the look kit and enhancing styling cohesion.
Inside the bag, a leather tag symbolizing the collaboration and a functional storage pocket are thoughtfully designed, balancing both identity and usability.
From a production perspective, the bag was crafted in-house by MARKGONG, leveraging their expertise in bag making to achieve a high-quality signature piece.
HERA × MARKGONG SIGNATURE BAG
This collaborative signature bag faithfully recreates the mood of MARKGONG’s 2026 S/S collection.
Medium-wash denim is applied as the main fabric, with finely executed white stitching, allowing the bag to function as a canvas where the key artwork of the collaboration can be expressed across a wide surface.
A vintage metal frame is incorporated to complement this, aligning with the overall look of the items that make up the look kit and enhancing styling cohesion.
Inside the bag, a leather tag symbolizing the collaboration and a functional storage pocket are thoughtfully designed, balancing both identity and usability.
From a production perspective, the bag was crafted in-house by MARKGONG, leveraging their expertise in bag making to achieve a high-quality signature piece.
HERA × MARKGONG ON-THE-GO LOOK KIT
A full makeup on-the-go kit that captures the free-spirited sensibility of the city through refined textures and colors.
Centered around the signature bag, the kit includes a mini cushion, mini nude gloss, and mini blush, allowing for a complete and polished look anytime, anywhere.
The packaging is designed to reveal all components at a glance—much like opening a seeding box—emphasizing the first moment of impression.
Constructed with a ribbed laminated structure for durability, it features printed denim fabric and the main graphic embroidery to fully convey the mood of the collaboration.
To heighten the sense of anticipation when opening the kit, a tracing paper cover printed with the collaboration logo creates a striking first scene.
Inside, a campaign message is added, transforming the experience beyond the product into something playful and memorable.
Experience HERA × MARKGONG
in Department Store Spaces
in Department Store Spaces
To allow customers to experience the products firsthand, dedicated MARKGONG sections were operated at content tables in key retail locations, including Lotte Main Store, Lotte Jamsil, and The Hyundai Seoul.
These spaces enabled customers to touch and test the products directly in an offline environment.
To emphasize the characteristics of this fashion collaboration, fabric materials—rarely used in typical cosmetics retail displays—were actively incorporated.
Core materials such as denim, a key element of the products, and black leather featured in the main visual assets were applied as central VMD elements, ensuring that the MARKGONG look was cohesively expressed throughout the retail space.
In addition, the stitch detail—one of the main motifs of the MARKGONG collection applied to the products and outer packaging—was also reflected in the VMD design, allowing the collection’s distinctive identity to be recognized intuitively even from a distance.
The effect of hand-stitched embroidery was realized through dimensional printing techniques on faux leather and denim materials.
This approach ensures a seamless visual connection with the embroidered details featured on the cushion cases and pouches, creating a cohesive presentation.
- Amorepacific Creatives
- Creative Direction
- In Jeehyo
- Planning
- Park Soyeon
- Product Design
- Kwon Jiyeon, Park Soyeon
- VMD
- Ko Eunyoung
- BM
- Lee Yoonji
- MC
- Kim Soyeon
- Development
- Park Songeun, Oh Hyungtaek,
Park Kowoon,
Jung Yeonseol,
Son Hunhee - Photography
- Shin Sangwoo
- MARKGONG
- BOH KOREA
*Some images were provided by the MC Team.
