Theory: Theory Lunar New Year Campaign 2024
Brand
Date
Jan 2024
Description
Theory presents its 2024 Lunar New Year campaign, a seasonal fashion editorial that centers on a tonal red palette. Photographed by Alexandra Leese, the series utilizes clean studio backdrops to highlight the tactile textures of wool knitwear and tailored layers. Fashion editor Clare Byrne leads the styling, incorporating minimalist menswear and seasonal separates. The campaign features model Zhang Wenhui, with imagery leaning into warm, natural light and a consistent monochromatic aesthetic to define the collection's look.
Style
Editorial, Vertical, Warm, Clean
Techniques
Natural light
Industries
Event
Chinese New Year
Color
Burgundy
Background
Coloured Seamless
Context
Advertising Campaign
Associated creatives
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