is a digital media campaign directed and designed for
the collection launch of the Indian-origin international fashion luxury label, Papa Don’t Preach by Shubhika
KEYWORDS: Luxury Fashion, Digital Campaign, Fashion Communication
🪭 Surfing the Floating World
The identity and visual langauge for the Ukiyo Collection was meticulously crafted by drawing inspiration from the free-spirited ethos that each apparel and accessory piece embodied. In sync with the Japanese roots of the ‘Ukiyo’ concept, the editorial decisions, typographic treatment and overall aestheic of the launch campaign was heavily influenced by the ‘fleeting moment’ philosophy to exude a bold, iconic and lavish energy. For instance, the social media layout reflected the dynamic structure of the Japanese fan fold, challenging the norms of a static grid.