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Inspired by the essence of contemporary art, this collection experiments with intense hues of monochromic colours or abstract patterns while adding statement touches with structural cuttings and contrasting fabrics. The fashion campaign taken a minimal approach shooting against intense monochromic backdrops under studio hard lights. The colour blockings concept pay homage to some of the nouveau réalisme arts, including the minimal Colour Blocks by Yves Klein.
A fashion campaign defines a brand's image, and we intended to redefine new femininity and modernity in this campaign. It may seems simpler to product minimalist imagery, but the anticipation to portrait a more contemporary and stylistic image from the existing feminine style was a bold step to the brand. The brand’s core values of flowery and embellishing workmanship persisted, but we could see a confident fashionista who capable to mix-and-match and dress-up-and-down in bold colours & patterns.
