AIFAME — AI-INTERVIEW / IDENTITY IN CONVERSATION.
LEE SEOAH — IDENTITY IN CONVERSATION
Fashion, music, people and cultures shape the way Lee Seoah sees the world. In conversation with AIFAME, she reflects on individuality, creative identity and the balance between personal expression and a collective vision.
There is a quiet clarity in the way Lee Seoah approaches identity. For her, it is not something confined to a single definition. It develops through observation — through fashion, music, people, cultures and the environments that continuously reshape the way we see ourselves and the world around us.
Based in Seoul and moving between acting, modelling and creative direction, Lee brings that perspective into a wider creative landscape. Her connection to AfterServiceClub opens another dimension of that conversation: what happens to individuality when different personalities begin creating something together?
01 / CHLOÉ CLAUDETTE
Before we talk about AfterServiceClub, we want to start with you. Who is Lee Seoah creatively — and what shapes the way you see music, culture and identity today?
LEE SEOAH
“I think of myself as someone who is always observing. Fashion, music, people and different cultures all influence the way I see the world. I’m drawn to things that feel authentic, and I think identity comes from bringing those influences together in your own way rather than trying to fit into one definition.”
02 / CHLOÉ CLAUDETTE
What is your role within AfterServiceClub, and how much of your own perspective becomes part of the collective’s creative identity?
LEE SEOAH
“My role is primarily management — I help coordinate the group, support the members and make sure the practical side of their work runs smoothly. I have my own perspective, especially when it comes to presentation and opportunities, but the music and artistic identity belong to the members themselves. My job is to help give their work the space and structure to be seen properly.”
03 / CHLOÉ CLAUDETTE
AfterServiceClub describes itself as both a music and creative collective. What does ASC represent beyond the music itself?
LEE SEOAH
“I think ASC represents a sense of connection. The music is at the centre, but it’s also about the people, the atmosphere and the experiences they create around it. I think that’s what makes the collective feel like more than just a band.”
04 / CHLOÉ CLAUDETTE
ASC has an international presence. How do different cultures, places and creative communities influence the way the collective thinks, creates and communicates?
LEE SEOAH
“Being around different cultures naturally changes the way you see things. Every city and creative community brings something different, whether it’s an audience, an artist or simply a new environment. I think ASC takes those experiences in without trying to lose its own identity.”
05 / CHLOÉ CLAUDETTE
In a creative world where individuality and community can sometimes pull in opposite directions, how does AfterServiceClub protect the identity of each person while still building one recognizable collective vision?
LEE SEOAH
“I think it starts with giving each member room to be themselves. They each have their own personality, strengths and way of expressing themselves, and I don’t think those things should be erased to create a collective identity. The goal is to bring those differences together so ASC feels connected without everyone having to become the same.”
06 / CHLOÉ CLAUDETTE
When people discover AfterServiceClub for the first time, what do you hope they understand — or feel — about the world you are building together?
LEE SEOAH
“I hope they feel that there’s something genuine behind it. ASC isn’t about creating a perfect image; it’s about the people, the music and the experiences they share with the audience. If someone discovers them and feels curious enough to stay, listen and become part of that world, then I think we’ve done something meaningful.”
INDIVIDUAL BY NATURE.
COLLECTIVE BY CONNECTION.
What emerges from the conversation is less a definition of AfterServiceClub than an understanding of how a collective identity can exist without replacing the individuals inside it.
Lee describes a structure in which difference is not something that needs to be resolved. Personalities, perspectives and influences are allowed to remain distinct. What connects them is not uniformity, but a shared space in which those differences can coexist.
It mirrors something Lee expresses at the very beginning of the conversation: identity is not created by fitting into one definition. It comes from absorbing influences and making them your own.
Perhaps that is where the individual and the collective meet.
Not in becoming the same — but in knowing what each person brings to the room.
Lee Seoah · Instagram: @seoahlee_ai