HAPA MAG MERCH LAUNCH
FASHION | CROSS-CHANNEL MEDIA DEVELOPMENT | Creative Direction, Photography
Campaign photoshoot for Hapa Mag’s merch launch.
Inspired by early ‘90s fashion and the height of simplicity, my goal as Creative Director of Hapa Mag was to conduct a photoshoot that did the impossible - share a sense of timelessness and nostalgia with the Hapa/mixed-Asian community. The streetwear, largely t-shirts, had to look both casual and elevated. They needed to be versatile with unlimited specific combinations. I turned to ‘90s character tropes - grunge, prep, and normcore - to assemble a “cast” of Hapa individuals who would wear the shirts in a variety of silhouettes.