SWS BY H-Y
The Stay Awake Campaign & Capsule Collection
Luxury contemporary streetwear: a seven-piece unisex capsule, cut and sewn in New York.
Creative & art direction, clothing design & construction, sourcing, casting, set design, props, styling, graphic design, post-production
The Stay Awake Campaign by SITWIDSEOUL (SWS) explores the relationship of self versus self: an artistic interpretation of trial and error, and of the perseverance that is measured by passion and rooted in identity.
The 7-piece unisex capsule was designed and made entirely in New York City, in premium fabrics sourced from New York and Italy. I took it from sketch to sample, handling design, sourcing and construction, then built the world around it: casting, set design, props, styling, art direction and post-production for both the e-commerce lookbook and the campaign.
Bella Lee Studio · receipt
- Discipline
- Fashion design & direction
- Client
- SITWIDSEOUL (SWS)
- Collection
- 7-piece unisex capsule
- Made in
- New York · fabrics NY & Italy
- Role
- Creative & art direction, clothing design & construction, sourcing, casting, set design, props, styling, graphic design, post-production
- Photography
- Victor C & Bella Lee
- Models
- Tiffany & Jay (campaign)
- Anna & Jalen (e-commerce)
“Perseverance, measured by passion and rooted in identity.”
Technical flats
On figure
The campaign
Contact sheet
All 97 images from the project,
uncropped and in order.
S/ Magazine →
Inside the art department of Canada's leading luxury lifestyle magazine, for the issue fronted by Sandra Oh.
