Rouge Fashionbook
How to Act Normal
Oct 2026
How to Act Normal is a conceptual fashion editorial series commissioned by Rouge Fashionbook. The project explores themes of formal restraint and everyday surrealism, juxtaposing avant-garde styling with mundane urban and domestic environments. Photographer Sihao captures the series with a clean, observational approach, utilizing soft natural light to emphasize the interplay between architectural lines and experimental garments. The work draws on performance-art aesthetics, incorporating industrial materials like adhesive tape and measuring tools to create striking, sculptural poses. Collaborating on the production, casting director David Chen and artist Britt Liberg contribute to the project’s distinct visual identity. The imagery ranges from minimalist studio portraits to staged interactions in public city spaces, leaning into a grainy, raw editorial sensibility that frames high-fashion textures against everyday life.
Editorial, Clean, Horizontal
Natural light
Designer Fashion
Editorial
