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 monochrome palette. The project features studio portraiture and group compositions that highlight the texture of wool knitwear against clean, minimalist backgrounds. Photographer Alexandra Leese leads the visual direction, working alongside fashion editor Clare Byrne to construct a cohesive festive aesthetic. The imagery incorporates elements such as glowing paper lanterns and gold dragon motifs to anchor the seasonal theme within the label's signature tailored style.
Style
Editorial, Vertical, Warm, Clean
Techniques
Natural light
Industries
Luxury Fashion Houses
Event
Chinese New Year
Color
Burgundy
Background
Coloured Seamless
Context
Advertising Campaign
Associated creatives
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