Kenzo Fall/Winter 2022
“Real-To-Wear”
Client
Kenzo
APAC Project lead
Hypebeast Hong Kong
Agency
Directions Group Inc
Photography
Red2400
Video Production
Parallax Collective
The Fall/Winter 2022 collection by KENZO features a whole ensemble with a futuristic sense of style. By blending formal, sports, and streetwear, this collection seeks to create a base that unites and surpasses traditional dress rules.
Eight young Asian artists from eight different countries are brought together for the "Real-To-Be" fashion story, which highlights the collection's many elements. The project consists of a photo shoot to emphasize each person's own "Real-To-Wear" look and a video shoot to show their dedication to being "Real-To-Sing." To represent the artists being true to themselves, they are photographed in front of a red KENZO billboard. Reperesenting Singapore, we got our local singer-songwriter, Aisyah Aziz, to be featured in this campaign.
As part of the photography team, we were tasked to capture the essence of the garments and Aisyah’s character that best portray her as a singer-songwriter, at the same time expressing herself - with more focus on the garments. This global campaign needs to also ensure that the art direction for all the eight countries have to be similiar. Full attention to photography details (background, camera angle, lighting) have to be taken note of to ensure consistency.
“Real-To-Wear”
Client
Kenzo
APAC Project lead
Hypebeast Hong Kong
Agency
Directions Group Inc
Photography
Red2400
Video Production
Parallax Collective
The Fall/Winter 2022 collection by KENZO features a whole ensemble with a futuristic sense of style. By blending formal, sports, and streetwear, this collection seeks to create a base that unites and surpasses traditional dress rules.
Eight young Asian artists from eight different countries are brought together for the "Real-To-Be" fashion story, which highlights the collection's many elements. The project consists of a photo shoot to emphasize each person's own "Real-To-Wear" look and a video shoot to show their dedication to being "Real-To-Sing." To represent the artists being true to themselves, they are photographed in front of a red KENZO billboard. Reperesenting Singapore, we got our local singer-songwriter, Aisyah Aziz, to be featured in this campaign.
As part of the photography team, we were tasked to capture the essence of the garments and Aisyah’s character that best portray her as a singer-songwriter, at the same time expressing herself - with more focus on the garments. This global campaign needs to also ensure that the art direction for all the eight countries have to be similiar. Full attention to photography details (background, camera angle, lighting) have to be taken note of to ensure consistency.
