WINN CREATIVE
HAPA MAG MERCH LAUNCH
FASHION | CROSS-CHANNEL MEDIA DEVELOPMENT | Creative Direction, Photography
Campaign photoshoot for Hapa Mag’s merch launch.
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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.
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