Routine Vietnam, Limited Edition, Routine x The 31 Campaign
Routine Vietnam, Limited Edition, Routine x The 31 Campaign
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Art direction for Routine Limited, a limited collection by Routine Vietnam, designed in collaboration with the Routine and The 31.
Company: Routine Vietnam
Sector: Commercial Fashion
Published: 2023
Overview
The Limited Routine x The 31 collection offers basic pieces with modern aesthetics and exceptional artistry. Crafted from premium materials, each product ensures comfort and durability, featuring unique design elements that set it apart.
As Art Director for the shoot, my role was to guide the creative vision, highlighting the collection while conveying its story and values. The goal was to balance luxury elements with the personality of Routine, a fast fashion brand.
Approach
The visual aesthetic for the Limited Routine x The 31 photoshoot will be one of understated elegance and modern sophistication. By balancing contemporary trends with classic elements, the images will create a cohesive and aspirational look that appeals to fashion-forward individuals.
The strategic use of white, black, and red will enhance the collection's narrative, showcasing the beauty and quality of each piece while conveying a story of elegance, sophistication, and boldness.
Project Team
ART DIRECTOR: TRAN HUYNH
PROJECT LEADER: TRAN HUYNH
PHOTOGRAPHER: NHUT QUANG LE, NGUYEN TRAN
RETOUCHER: NGUYEN MINH THAM
MODELS: CAO LAM VIEN, KLOVES
MAKEUP ARTIST: NHU NHU
STYLIST: PHUONGTHARO
PLANNER & ADMIN: LYNH NGUYEN
CLOTHING & ACCESSORIES: ROUTINE VIETNAM