I’m Sorry by Petra Collins x Jenny Fax

The stars aligning in Seoul

I was lucky enough to be in Seoul for the launch of I’m Sorry by Petra Collins’ fifth collection in collaboration with Jenny Fang’s Tokyo-based label, Jenny Fax.
The vibes at the pop up, immaculate. The activation: a dreamy intersection of girlhood and the grotesque. The collection: a delicious depiction of teendom, nostalgia and pop-idol aesthetics.

It has been about 25 years since my last meet and greet—Destiny’s Child at Melbourne’s Highpoint Mall in the 00s. Being called beautiful by Beyonce as a chubby, buck-toothed pre-teen when she signed my Jumpin’ Jumpin’ single CD, was a moment that permanently altered my brain chemistry.

I was excited to relive this experience, now in my mid-thirties, standing in line with fellow fashion fans, nailing the ‘I’m Sorry’ aesthetic. A cute camaraderie was in the air, the people behind me happily held my spot in line while I dashed into 032c Gallery to purchase my print zine for signing.

As we waited on that windy corner of the street in Seongsu, a fleeting yet powerful sense of community formed between strangers—fuelled by our shared interests and anticipation of a brief encounter with the artists we admire.

The beauty of this event was that the meet and greet created this perfect synergy between the concept for the campaign and reality, with shared admiration at the heart of the collection.

“Shot by Fish Zhang in Tokyo. The visuals seek to illustrate the hyperreal, emotionally charged aesthetics of pop-idol fandom and girl-group culture—a space where devotion can blur into obsession. Schoolgirls navigate their own tightly defined codes: layering tracksuits under uniforms, pooling allowances for fast food, reenacting idol performances, whispering secrets in bedroom fortresses.”

I can confirm that the experience truly transported me back to 90s/00s girlhood—and I loved every second of it.

The space was whimsical, playful, hyper-nostalgic meets cool grotesqueness, with the bandaged doll and religious-esque motifs sprinkled throughout.

For me, it sparked that feeling of being a teenage girl where every new experience is profound, glorified, and all-consuming. Each party, friendship, diary entry, romance, concert, was bigger than us and utterly idolised—oh the drama of it all! For every euphoric moment in heaven, there were equal parts of hellish confusion.

I am so inspired by this intersection of girly-pop whimsy and the ugly darkness that often underpins the coming-of-age years while you fight to unearth your identity and the truest expression of yourself.

I only have one regret from this day. When the Petra Collins asks if you want a pic, don’t be awkward.

The activation was one of the coolest I’ve experienced, but this silly selfie is all I have to show for it. Damn you social anxiety.

Nonetheless, in honour of my dramatic teen self and all her uncomfortable, character-defining moments, I will cherish it, in all its awkward glory.