AW23 Lookbook
Creative Direction / Art Direction
Juun.J Meets GORE-TEX
Inspired by Juun.J's design ethos, this lookbook explored the brand's internalized defiance of conformed form through the externalized ditto.
The brand is known for its nconventional approach to silhouettes, one that does not limit itself to the restricted nature of classic forms. I created a visual universe that externalized Juun.J’s internal design philosophy. The campaign was created around one of the city’s most intriguing futurist buildings, and framed to highlight the intangible form of the surroundings.
The campaign visually placed itself between the GORE-TEX Brand and Juun.J, offering a new aesthetic take that merged the two brands’ visual universes. One where functionality departs from the rigidity of functional form, without compromising on its utilitarian intent.
It was released as part of AW23 on GORE-TEX Studio and Juun.J.
Photographer: Nina Raasch
Videographer: Henrik Alm
Model: Maks Gaidukov