Peggy Gou is a South Korean DJ, producer, fashion designer, and cultural tastemaker who has risen to international acclaim through her genre-blending sound and singular style. Born in Incheon, South Korea, in 1991, Gou moved to London in her teens to study fashion at the London College of Fashion. It was there that she was first introduced to DJing, which eventually led to a career that would make her one of the most recognizable names in electronic music.
Known for her dynamic sets that merge house, techno, and Korean vocal samples, Gou has played the world’s most prominent festivals and clubs—from Coachella and Glastonbury to Berghain and Dekmantel. Her breakout track It Makes You Forget (Itgehane) in 2018 catapulted her to a global audience, followed by a string of acclaimed singles and her own label, Gudu Records, which champions rising talents. This fall, Gou is on a world tour, bringing new hits like (It Goes Like) Nanana to cities like Ibiza, Cannes, San Francisco, Miami, and more.
194Gou Pop-Up in London, courtesy of Don Julio.
Beyond music, Gou is a fixture in the fashion world. Aside from being dressed as an “It” girl by coveted fashion brands around the world, she returned to her own style roots in 2019 to launch a streetwear brand named KIRIN, backed by New Guards Group à la an introduction by Virgil Abloh. A passionate art collector, too, she seamlessly blends music, fashion, and visual art into her multifaceted creative identity, collaborating with brands like Louis Vuitton and Ray-Ban. Her most recent partnership, with Don Julio 1942, showcases her ability to fuse nightlife, design, and storytelling into a collectible, one-of-a-kind bottle. For a distinctively “Gou” exterior, the creator directed the bottle to be mint green, have a “194구” label and a chrome cap, as well as hand-drawn illustrations on its exterior—similar to the constellation of tattoos on her own body.
Currently based in Berlin, Peggy Gou continues to tour globally while remaining a bold voice in contemporary culture—bridging East and West, underground and mainstream, with style, vision, and sound that are unmistakably her own. While on the road, she shared with Whitewall details about her latest collaboration, personal symbolism, and the artists, designers, and musicians currently on her radar.
Peggy Gou on Collaborating with Don Julio
194Gou Pop-Up in London, courtesy of Don Julio.
194Gou Pop-Up in London, courtesy of Don Julio.
WHITEWALL: Why did you want to take on a project with a brand like Don Julio?
PEGGY GOU: Honestly, it was such a natural fit. I’ve always admired brands that take their craft seriously, but still know how to have fun, and Don Julio is exactly that. It felt like the right kind of partnership to create something unique and exciting.
WW: What was the design process like? Did it feel collaborative?
PG: The process was super collaborative and felt really personal. We started with the colorways, which were really exciting for me to be able to bring in, as I felt they were unique to the spirits space. The entire partnership felt like a two-way design process between myself and the Don Julio team, which was really important to us both—and the results are amazing.
194Gou Pop-Up in Milan, courtesy of Don Julio.
WW: Can you tell us more about the details you wanted to include, like the mint green exterior, “194구” label, purple box, and hand-drawn illustrations?
PG: Each detail was chosen super intentionally and helps tell a story. The mint green and purple are colors I’ve always been drawn to, and I wear them a lot. The combination just felt fresh and
unexpected. “194구” is my way of adding a Korean touch to this iconic bottle, and the chrome cap was actually inspired by a disco ball—a little nod to Don Julio and my shared love for nightlife. The hand-drawn illustration of me is just a little nod to my street-style roots, where it all began for me. I wanted the whole thing to feel collectible and unique.
“It felt important to include something that made people smile,”
-Peggy Gou
WW: There’s a hidden drawing and message from you in the box. Why was this something you wanted to include?
PG: I love a little surprise moment! It felt important to include something that made people smile when they opened the box. It’s a small gesture, but it makes the whole experience feel more intimate and special.
WW: The bottle’s illustrations nod to your tattoos. Tell us about one that made it onto the bottle.
PG: Yes! I loved the idea of bringing my actual tattoos into the design. What you see on the box is literally my hand, with all of my tattoos. Each tattoo tells a story or holds meaning for me, so having them featured felt really special—like leaving a little signature without using words.
Global Inspiration
Peggy Gou at 194Gou pop-up in London, courtesy of Don Julio.
Peggy Gou at 194Gou pop-up in Milan, courtesy of Don Julio.
WW: You’re a successful name in music, but you’re also involved in art, fashion, and spirits. How does who you are—like where you’re from, why you’re a DJ, your personal style—shape how you approach your work, regardless of industry?
PG: I’m Korean-born, but have grown up and been raised between cultures, so blending worlds is second nature to me. Whether it’s DJing, designing, or launching a drink, for me it’s always about pursuing opportunities that feel authentically like myself energetically and stylistically.
WW: You also collect art. When did you start collecting? What was your latest acquisition?
PG: I get my inspiration from other artists’ work, whether it’s paintings, sculptures, pictures, or music. I have very specific taste. I need the work to actually speak to me. That’s how I’ve been since I started collecting in college, and it’s something I’ll continue to do. I love finding opportunities to bring more art into my world. The latest piece of artwork I got was an ice cream sculpture from Esther Schipper Gallery by Ryan Gander.
“It’s always about pursuing opportunities that feel authentically like myself energetically and stylistically,”
-Peggy Gou
WW: What are some emerging talents we need to keep on our radar—in music, art, or fashion?
PG: I would recommend checking out any artist from Gudu Records—they are just amazing. Some fashion brands I like from Seoul are RECTO, Rest&Recreation, and Open YY. I just discovered the artist Mire Lee from Korea, as well—she’s definitely one to know!
