THE MONKEY KING IS very BUSY

FIELD:

Photograph | Visual Design

DATE:   

Nov.- Dec.2015

TEAM MEMBERS:

Yaqiong Li, Wenwen Zhong, Zhibian Li(Korea), Xuan Ding, Rui Shi, Huanzhong Jin(Korea),Qingbo Li

ROLE:   

Photographer | Visual Designer | Postproduction

TAG: 

Project for Mukzin Apparels Co.

BRIEF:   

Fashion photographs for the fashion brand, Mukzin, serving for digital print and publicity on-line.

Show

How did we create the idea and turned it into reality? 

KICK OFF

Brand Analysis

We initially analysed the target brand Mukzin through three aspects——design style, pricing, channels, which allowed us to know more about its features. 

 Mukzin clothing images

Design Style

Mukzin Apparels emphasized Chinese retro style featuring in bright colors and the integration of modern and fashion elements.

bright in colour

fashionable

Chinese retro style

Pricing

500-1000¥ per item

middle consumer groups 

​stores

Channels

e-commerce

Competitive Analysis

By analyzing competitive brands , we made a radar diagram showing their strengths and weaknesses in four different aspects. We found that Mukzin had more fashionable elements in its design. So we thought combining traditional elements with fashion photography would be a space of opportunity to step into.

Target Customers

I like Chinese culture

I  want to be cool !

I look different from others!

Female

Age: 18~30

Customers with non-mainstream dressing styles

officeworkers

students

Problem

How to integrate retro style with life elements to invite more customers and increase their interest in the retro fashion?

Concepts

After brainstorming, we decided to adopt three concepts for our design, which made our goal clear.

1

Emotional appeal about traditional culture

2

Theme  of photographs relavents to modern people’s life

3

 

Fashionable elements

Solutions

Familiarity

We thought about the character of the Monkey King in the novel of Journey to the West, a well-known figure in Chinese mythology. We believed this figure will remind people of traditional and retro culture they know and like.

Connection

The Monkey King is good at martial arts, has 72 metamorphoses and a lot of responsibilities, is analogous to modern humans who have to work, face life pressure, and shoulder many social roles.

 

Therefore, we decided to use the Monkey King as the prototype to present Mukzin‘s Chinese style apparels. We added pressure of work, impact of technology and social network to modern life to strike for a chord among viewers.

Tell a Story

We decided to create three scenes— home,  office, social gathering to tell a story about modern people’s daily life. 

Design

We created a mood board as the inspiration for the design language. Through the moodboard, we saw a clean, curious and upbeat feeling. We found two color schemes for reference.

Modeling Design

We drew typical elements from the Monkey King and applied them to our modeling design. We showed the traditional elements in a modern way such as using gauze cloak to replace the Monkey King's cloak. 

the Incantation of the Golden Hoop

(Used by the Monk in the novel Pilgrimage to the Westto keep the Monkey King under control .)

cloak

headwear

Sketch
Lighting Plan

Shooting