The Woolmark Company
A Tale of Traceability
Jan 2024
A Tale of Traceability for The Woolmark Company functions as an editorial campaign focused on the intersection of luxury fashion and pastoral heritage. The project utilises an earthy aesthetic, drawing on natural light and an analogue-film texture to document the connection between raw wool production and refined garment design. Photographer Kin Chan Choedel leads the visual direction, capturing subjects in expansive, rural landscapes. The imagery leverages a muted, desaturated colour palette and candid motion to ground the apparel in its origins. With make-up by Steph Lai and production by Khiera Nicole, the campaign maintains a consistent, understated tone across both portraits and wide-angle environmental shots.
Editorial, Vertical, Earthy
Natural light
Luxury Fashion Houses
Advertising Campaign, Editorial
