Derived from Carl Jung's ideology, Persona represents an outer-layered manifestation of the subconscious, revealing the "true self" through people's societal presentation.
Each piece of the collection serves as a stand-alone persona mask, accented with its own vibrancy, personality, and social-psychological codes, echoed through the highly saturated color palette. When the wearer dons a piece, a certain aura is accentuated, allowing them to confront the world, protected and projected, all while premeditated.
Persona, the namesake cinema classic directed by Ingmar Bergman, serves as the inspiration for the campaign visuals. Taking visual cues from the simple yet striking cinematography by Sven Nykvist, the campaign transcribes the human condition of longing, a confession of fears, and the estrangement from ourselves.