GAEUL OH

“Interestingly, working as a producer has become a profound link to my homeland.”

Words by Maya Avram. Portrait by Alex Johnson.

One of London’s main draws is its diverse social fabric, often credited as a driver of the city’s culture of innovation and ingenuity. Perhaps counterintuitively, given that the UK itself is an island, the British capital is anything but isolated; in fact, it’s a lodestone for creative practitioners from around the world, drawn by its inclusive nature — a quality that serves as a bridge for like-minded people from far-flung places.

Such is the case for Gaeul Oh, a fashion editor turned producer hailing from the island of Jeju, South Korea. Her serendipitous career in London began when she accepted a production assistant gig while on holiday in the city. “I continued taking on production roles whenever possible,” she says — a path that eventually led her to relocate permanently and build a transcontinental client roster of brands that value her multifaceted approach to content creation.

Working in the city has opened doors to collaborations she might not have imagined had she stayed in South Korea. “I’m very lucky to live in London. I've been here for almost 10 years and still find inspiration from talking to its people. I make an effort to meet new people and listen to their fresh ideas and unique perspectives —  especially students, whose energy and enthusiasm invigorate my [own] creative energy.” She notes that while she is far from home, serving South Korean clients while being based in London actually deepens her connection to her roots. This, in turn, helps her cope with homesickness and nostalgia.

As the pendulum swings, Gaeul’s background places her in a unique position — a  connector between East and West. “I’m flipping the typical production model by bringing UK and European clients directly to South Korea. Having worked extensively in both markets, I’ve noticed that when Western brands engage with Korean production environments firsthand, something magical happens. These cross-cultural exchanges spark perspectives that could not emerge otherwise. By positioning my work at the intersection of technology, cultural exchange, and production, I'm finding the most vibrant creative territory,” she explains.

Reinvention — or rather, reinvigoration — doesn’t stop there. Staying ahead of the curve is a trait Gaeul Oh hopes to instil in fellow creatives. Her aim, she says, is to support emerging talent by sharing hard-earned lessons and insider insights — the kind that, she believes, were instrumental to her own career journey. “I’ve been watching YouTube videos from people who used to work in fashion, and I find their pearls of wisdom helpful. Someday, I want to create that kind of content for those making their way into the industry. That’s the dream.”

This Industry Voice is part of The Islands Issue. Purchase your copy here.