BIRTHDAY SUIT 19 F/W

- Fashion AD Campaign -

Brief

The brand was inspired by the famous fairy tale of the Danish writer Hans Christian Andersen, "The Naked King". The emphasis is on the senses of the clothes themselves and the skin, not the clothes that symbolize power. Studio Kyclops tried to reinterpret the meaning of the power of clothing while conducting the 19 F/W campaign with the Birthday Suit. Through the image opposite to the power of the Andersen fairy tale, the beginning of the brand, we designed the content to emphasize the brand's beliefs.

Approach

In order to preserve the direction of the planning of the Birthday Suit, we wanted to capture the pictorial of a 19th-century British worker. In order to create the atmosphere of the factory workers, the model should be more small than usual and recruited a boy with red hair and freckles.

By subtracting the 5.7 feet model, which is smaller than the average height of the models, 6.1- 6.3 feet, the brand created a slightly relaxed overfit outfit that the brand pursues. The location was set to GreenPoint, Brooklyn, a real factory and warehouse area, to give a feeling of desolation and solitude.

Result & Impact

In the pictorial itself, it created an atmosphere such as loneliness, a figure of workers in the 19th century. By reflecting our plan, the Birthday Suit pictorial was created with visually sophisticated and trendy content.

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