absolute standard - Editorial Concept & Photoshoot
This editorial project for LEIMAN was a journey to redefine the meaning of luxury. Is luxury confined to a specific aesthetic, or can it emerge through diverse and experimental interpretations? Can it exist even in the midst of decay and disorder? To explore these questions, we set out to an abandoned ski resort—once a symbol of exclusivity and affluence in Korea. Now left in ruins, it held only traces of its former grandeur. Yet, in this desolate landscape, we sought to uncover the remnants of what was once considered luxurious.
Finding Light in Chaos While we captured scenes across various locations within the resort, the main runway and key photoshoot took place in the empty swimming pool—one of the few spaces still holding onto its deep blue hue. This setting, with its striking contrast of grandeur and abandonment, became the perfect stage to visualize our concept: luxury is not merely an aesthetic but an essence that endures, even in unexpected places. Post-production emphasized rough textures, deliberately blurring the models’ faces and silhouettes. This artistic choice conveyed the idea that even within distortion and disorder, elegance can still be perceived. The project ultimately posed a question: can luxury exist beyond perfection, in the fragments of what once was?
LEIMAN – A Brand That Explores Essence LEIMAN is not just about creating garments—it is a brand that meticulously refines every aspect of its process, from fabric selection to silhouette and fit. Rooted in minimalism, LEIMAN crafts pieces that are restrained yet profound, embracing a unique sense of refinement beyond conventional luxury. Through this editorial, we sought to translate that philosophy into a visual narrative—one that reveals luxury not as a polished façade, but as an enduring presence that transcends time and form.
Runway show & Look Book
A runway show was staged directly on set, an approach rarely taken by emerging designer brands. To maintain a cohesive tone and aesthetic, the lookbook was also shot in the same location.
