Lu'u Dan

Aug 2025

For its Fall 2025 campaign, titled The Getaway Car, Lu'u Dan leans into a high-octane, cinematic narrative that feels like a stylized heist thriller captured through an editorial lens. Under the creative direction of Hung La and Annissa Esanty, the campaign embraces a gritty, nocturnal aesthetic that pulsates with tension and youthful rebellion. Photographer Claryn Chong expertly utilizes low-key chiaroscuro lighting to carve out sharp silhouettes and dramatic contours within the cramped, dark confines of a vintage convertible, transforming a simple vehicle into a stage for raw, high-stakes drama. The visual storytelling is amplified by the live-action technique inherent in the compositions, where models—including Becky Tun Pe, Lara Lizarondo Swift, Akiko Haruna, and April G—are cast in a series of suspenseful, candid moments punctuated by props like scattered British currency and gold religious iconography. Set designer Jingbai_ curates an environment that feels both claustrophobic and expansive, while Juna Uehara provides makeup that heightens the intense, moody atmosphere. Anchoring this visual intensity is a bold, recurring red typographic overlay that signals the brand identity with a confident, modern grit. By blending commercial precision with documentary-style spontaneity, the campaign establishes a distinct, provocative identity, masterfully weaving together street-style fashion and filmic suspense to define the season for the luxury fashion house.

Editorial, Cinematic, Lifestyle

Live-action Technique

Luxury Fashion Houses, Fashion