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“It may sound cliché, but I want to show that you can express your freedom through your hairstyle, and that it can make your life more enjoyable.” It may sound cliché, but it’s true. Freedom is the unifying concept that runs through all of hairstylist Yoon Da-min’s (also known as Rati) work. There is freedom of shape, freedom of shape, freedom of color and design. Their portfolio is full of eclectic work, unbound by traditional notions of what hair should look like. A hairpiece studded with earrings, hoops and crosses. Raccoon stripes next to pink leopard print, next to airbrushed pink ribbon. Always unexpected, Rati’s work embodies the excellence that comes when creating without constraints.
Rati, who is from a small rural town in South Korea, started her career by shampooing customers’ hair. Although their responsibilities were limited, they came to love the joy hair treatments brought to people. Lati, who recently relocated to London, have created their own line of extensions and hairpieces, as well as bringing their signature punk style to the runways, from the CSM alumni show to SS25’s Mowalola.
“I once had a mentor who told me that understanding what you find beautiful is essential to this job,” they explain. This confidence is evident in their work, with hairpieces placed next to natural inspirations such as Venus flytraps, pebbles and crashing waves on the merry-go-round post.
Here, we asked RATI to talk about her upbringing in South Korea, her love for wet hair, and BLACKPINK.
Can you tell us a little about where you grew up?
Rati: I was born in a very small rural town called Cheorwon in South Korea. The town is surrounded by mountains, very close to North Korea, and extremely cold. Most of my childhood friends’ parents were military. In a sense, it felt like a prison surrounded by mountains. It is difficult to find young people there, and the way of thinking is very traditional and there is no room for expression. But I can’t deny the charm of this place. Nature is beautiful and childhood memories there are special.
How did you get into hairstyling?
Rati: After my parents divorced, I was raised by my mother. When I saw my younger sister going to university and struggling financially, I started wanting to work and earn money as soon as possible. But I didn’t want to lose myself in the process, so I wanted to do something special. So I dropped out of high school and immediately started working in this field.
What has been the highlight of your career so far?
Rati: I opened a salon in Seoul. I couldn’t find a salon in Korea that I wanted to work with, so I started my own business at the age of 20. Since then, I’ve had the opportunity to work with some amazing people who have shaped me into the person I am today.
Describe your aesthetic in three words.
Rati: color, texture, chaos.
Courtesy of Rati
Which fictional character do you most identify with?
Rattie: Pippi Longstocking – independent, adventurous, and mischievous.
Who is your beauty icon?
Lati: 2NE1’s Sandara Park, when she first appeared with her iconic high ponytail. The emotion I felt when I saw it was unforgettable.
What does beauty mean to you?
Rati: Beauty is whatever you think, see, or feel as beautiful. It’s very personal. I once had a mentor who taught me that in order to get serious about this work, it is essential to understand what you find beautiful. That advice stuck with me.
When do you feel most beautiful?
Rati: When rinsing wet hair.
Are you optimistic about the future?
Rati: Yes, that’s right. I have strong beliefs in myself.
What is the future of beauty?
Rati: plastic or grotesque.
Tomorrow you will wake up with a different face of your choice. Who is it and why?
Rati: No one, because I don’t want to live for anyone.
You encounter a hostile alien race and sound is their only means of communication. What songs would you play to them to inspire them to save you and the rest of humanity?
Lati: BLACKPINK’s “Kill This Love”.
God, or some sort of higher power, is just letting the people they follow on Instagram go to heaven. What photo would you post that perfectly represents you?
Rati: I dye my customers’ hair in a house made of hair.
You have to replace parts of your body with animals and mythical creatures. What are you going for and why?
Rati: Horse joint. I feel like my hands and wrists are starting to hurt over time, so I have to keep doing this job.
