Humberto Leon Talks Creative Directing Hybe x Geffen’s One-of-a-kind Global Girl Group

Humberto Leon is a designer and creative director, but first and foremost, he’s a storyteller. “I think that’s just my way of working creatively, is gathering as much information as possible,” he told WWD. “The through line of all my work is that I’m a history nerd.” Following a nine-year stint as Kenzo’s creative director, which he and codesigner Carol Lim left in June 2019 after eight years, the cofounder of Opening Ceremony discovered new ways to channel his inner raconteur: helming a music video for “Growing Up,” a single from rock band The Linda Lindas. “Growing Up” led Leon to his biggest musical endeavor yet — partnering with Hybe and Geffen Records to launch the Dream Academy. The K-pop behemoth and the major label are joining forces to develop a multinational girl group in the style of Hybe’s hit troops BTS, Seventeen and NewJeans. Leon serves as the project’s creative director. “I was so intrigued because it just felt like something so new and fresh,” Leon said. His own diverse background (Leon is American with Peruvian and Chinese ancestry) also inspired him to take on the role. After hundreds of thousands of submissions, the Dream Academy’s finalists were revealed on Aug. 28.

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