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June 09, 2022

Summer 2022 Campaign: Rituals

Sundae School's Summer 2022 Capsule Collection tells the well-known story of going from tense and stressed to finding enlightenment, starting with lighting up. This narrative is seen through the evolution of the pieces going from monochromatic and subdued to psychedelic and joyous. 

 

Campaign director Audrey Bark explains that the shoot was inspired by her experience, initially feeling lonely and isolated in a room full of friends to finding release and playfulness after taking a couple hits. 

 

The Silk Jeogori Sets, tie-based asymmetric suiting, were inspired by the traditional Korean garb Hanbok, while the paisley print pants were inspired by Dancheong, a pattern inspired by Korean temples.

 

Founder Dae Lim explains: "The collection reflects on Sundae School's first forays into Smokewear, with high-end, tailored garments designed for recreational consumption along with vibrant prints inspired by Korean culture and the ever-expanding fabric of Cannabis subculture."

 Shop the new collection at www.sundae.school 

Creative Director: Dae Lim @slimd, Audrey Bark @barkworkk
Creative Agency: Teleport Studios @teleport_online_com, Sophie Yonn @sophie.yoon
Photographer: Jinwoo Park @marigatoe
Videographer:Hyungjun Park @quote.danny
Model: On Kim @own.npc
Dohyeong Kim @kimshapes
Hyejeong Lee @hyedoi
Junhyun In @junhyunins
Goeun Lee @_gonix
Hair Stylist: Jungsu Ham @_hamjung
MUA: Jungsu Ham @_hamjung
Production Manger : Dongchan Kim @dongsama