Rouge Fashionbook

Sep 2026

How to Sims-ify Reality? for Rouge Fashionbook subverts the traditional fashion editorial by transplanting the mechanics of life-simulation video games into a physical, suburban environment. Photographer Jumbo Tsui captures model Abby Champion navigating surreal, domestic tableaux—from suburban porches to wood-paneled interiors—where familiar everyday objects are reimagined through the lens of virtual interaction. By integrating visual effects, such as floating UI interaction boxes and the iconic red plumbob, the project leans into a playful, uncanny aesthetic. The creative team, featuring styling by Karolyn Pho, hair by Lauren Palmer-Smith, and makeup by Samuel Paul, utilizes direct flash and chroma key techniques to bridge the gap between human performance and digital artifice. The result is a commentary on modern art direction that blurs the line between analogue reality and programmed simulation.

Editorial, Horizontal, Clean

Editorial