Summer 2022 Campaign: Rituals

Person with shoulder-length dark hair closes one eye while a hand presses their forehead against a dark background.

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.

Foggy lake landscape with a floating horseshoe on calm water beside a portrait of a person with threads stretched across their face.

Four people stand by a misty lake; one holds an umbrella while another stands shirtless facing sideways.

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.

One person holds another upside down by the legs on a rocky riverbank while a third person stands in the background.

Two portraits of people holding clusters of flowers and stems to their mouths outdoors against a blue sky.

Two people lean together with bouquets and stems held in their mouths against a bright sky.

Two people stand waist-deep in clear green water, one wearing a colorful patterned suit and gesturing while the other watches.

Five people perform synchronized poses with raised arms outdoors beneath a large tree.

Group of people raise their arms together outdoors in bright sunlight in a grassy area with trees.

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.

Person in a white outfit reclines on a tree stump with arms stretched back in a sunlit field.

Person in patterned clothing waves a large white-and-pink feather fan while others in bright red dresses stand behind holding fans.

Low-angle view of a person in patterned clothing holding a large feather fan against a blue sky and rocky cliff.

Three people in red dresses raise large feather fans overhead against a blue sky.

Five people stand waist-deep in a lake wearing colorful patterned clothing, facing the camera.

People gather around one person standing in water while another pours water from cupped hands nearby.

Two people sit and recline on a large rocky outcrop overlooking a forested landscape.

Person lies on their side in front of a traditional East Asian pavilion building with ornate roof details.

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