Various Campaigns: Foot Industry 25 CNY

Jan 2025

Foot Industry celebrates the Lunar New Year with a campaign capturing the vibrancy of cultural heritage. Photographed by Hailun Ma and styled by Runhao Li, the fashion project leans into an editorial aesthetic, blending traditional garments with regional textures and ceremonial motifs. The series features groups of multi-generational performers and models set against weathered stone, rustic timber architecture, and saturated red backdrops. Utilizing analogue film techniques and natural light, the work highlights intricate textile patterns, detailed embroidery, and the rhythmic interplay of symbolic elements like bamboo poles and festive ribbons. From commercial product shots of embroidered footwear to dynamic documentary-style portraiture, the campaign maintains a consistent earthy color palette. The execution underscores a focus on craftsmanship and community, presenting a collection that bridges historical costume with contemporary fashion sensibilities.

Editorial, Vertical, Warm

Analogue / film, Natural light