Designing for the assured contemporary women, Minki believes in creating a dialogue with his audience. This is demonstrated through his work by evoking nostalgic feelings, memories and images that resonate with the Minki woman.

A strong focus in developing experimental fabrics through unconventional materials is used thus allowing the progressive element within his designs.

The Minki woman is versatile, using the city as her playground. She is conversant with the edgy, forward thinking and creative scene but also enjoys being swept away by the beauty and refinement of the lavish. Strong, independent with a delicate side, her Minki wardrobe allows her to travel through the cities differences staying true to her true individual aesthetic.