THE WOOYOUNGMI Spring/Summer 2013 ad campaign takes on a sculptural aesthetic that appears to be collaged with countless image pieces that are square shaped. The collaged advertorial spread marks the label's latest collaboration with Seoul based artist Osang Gwon.
Known for his intricate works, Osang Gwon has created two impressive photo-collaged sculptures entitled “Aztec Pattern” and “Nuages Pattern”. The pieces depict two male models who sport vibrant suited pieces from the WOOYOUNGMI Spring/Summer 2013 menswear line.
The realistic and life-sized sculptures are lensed in-studio playing with one's perception and providing an intriguing marketing strategy for the edgy fashion label. Though this campaign appears digitally altered at first glance, one soon realizes that its collaged characters are not living models but fabricated sculptures.