# Korean Heritage-Honoring Campaign Videos Sundae School Drops the Resilience Campaign for FW24 By Amy Duong | Published 2024-09-27 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/resilience-campaign References: [instagram](https://www.instagram.com/sundae.school/)  [Sundae School](https://www.trendhunter.com/trends/sundae-school-2) has unveiled its highly anticipated Resilience campaign to showcase its Fall/Winter 2024 collection. This marks a special milestone for the brand, with efforts that blend its [Korean roots](https://www.trendhunter.com/trends/sundae-school-x-uka) with the spirit of youth counterculture. The designs are thoughtful with details that bridge the past and present together. This season, Sundae School brings back its flagship smokewear series which is a modern variation of the traditional Korean hanbok. It is paired with silhouettes such as cozy outerwear including the iconic fleeces and everyday pieces such as graphic tees and sweaters. The theme of the season is “Alone we are silent, but together we are resilient,” to bring a sense of togetherness to the Asian American experience. Dae Lim, founder of the brand shares, “As a brand, we’ve always tried to capture both the struggles and triumphs of our community. This collection represents our evolution and the resilience we’ve had to embody—not just in fashion, but as Asian Americans navigating a complex world. It’s a reflection of how far we’ve come, and where we’re headed.” Some of the defining pieces in the capsule include the cozy Duvet puffer inspired by the feeling of being warm at home, evoking comfort in the purest sense. The [Lotus](https://www.trendhunter.com/trends/the-white-lotus-x-supergoop) Dancheong Fleece is inspired by the murals at Korean temples with intricate patterns complemented by streetwear styles. The Spliff Squad Varsity Jacket brings a touch of nostalgia with and edgy angle by the brand. Image Credit: Sundae School ## Trend Insights (Trend Hunter) - Score: 2.4/10 - Popularity: 24% | Activity: 18% | Freshness: 29% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Key Themes Behind This Trend - **Cultural Fusion Fashion:** The integration of Korean traditional elements with contemporary streetwear reflects a captivating blend of the old and new. - **Heritage-inspired Collections:** Drawing from cultural heritage to create modern fashion pieces adds unique storytelling layers to the brand's apparel. - **Community-centric Campaigns:** Promoting themes of togetherness and resilience through fashion narratives resonates deeply within the community and beyond. ### Where This Applies - **Fashion:** Innovative designs that marry tradition and modernity redefine the potential of global fashion trends. - **Marketing & Advertising:** Campaigns that highlight cultural heritage and community values can create strong emotional connections with audiences. - **Textile & Apparel:** Utilizing traditional fabrics and patterns in contemporary clothing offers a refreshed market approach to apparel design. ## Related on Trend Hunter - [Fashion Lifestyle Pop-Up Events](https://www.trendhunter.com/trends/sundae-school-2.md) - [Sartorial Co-Ed Fall Fashion](https://www.trendhunter.com/trends/soulland-2.md) - [Asian Heritage-Rooted Collabs](https://www.trendhunter.com/trends/sundae-school-x-uka.md) - [Uniform-Inspired Apparel Collections](https://www.trendhunter.com/trends/back-to-drama-school.md) - [Luxurious Spring-Ready Streetwear](https://www.trendhunter.com/trends/ambush-5.md) - [Utility Outerwear Collection](https://www.trendhunter.com/trends/neighborhood-fw26.md) - [High School-Inspired Autumn Fashion](https://www.trendhunter.com/trends/erl-2.md) - [Seasonal Fashion Collections](https://www.trendhunter.com/trends/siegelman-stable-1.md) - [Heritage Outerwear Collections](https://www.trendhunter.com/trends/kaptain-sunshine-fw26.md)