Title: Once upon a time
Sundae school's 2025 Fall Campaign
‘옛날 옛적에’라는 타이틀은 개인적인 기억에서 출발했다. 어릴 때 할머니가 들려주던 이야기 속에서 영감을 받았다. 이번 캠페인은 ‘만약 선데이 스쿨이 그 시대의 연애 이야기를 들려준다면 어떤 분위기일까?’라는 질문에서 시작됐다.
가장 낭만적이라고 생각하는 감정은 순애다. 순수함과 열망 사이를 표현하고 싶었다. 짝사랑 중인 남자 주인공과, 모든 것을 알면서도 받아주지 않은 채 그 마음을 즐기는 여자 주인공이라는 캐릭터를 설정했다.
한국에서의 촬영은 언제나 특별하다. 멋진 로케이션과 더 멋진 현장에 계신 모든 분들께 항상 무한하게 감사합니다!
Creative Director @oduribak
Photographer @marigatoe
Videographer @kkimjaejoon
HMU @suzinup
Stylist @kaikaikimkim
Florist @betweenbirthdays
Talent: @binjiyoung & @yonghoon__kim
S/S 2025, 花樣年華 In the Mood for Love.
PART 1. SELF LOVE
The theme of this collection is In the Mood for Love (花樣年華)—a phrase that refers to the most beautiful time in life, often likened to a flower’s bloom.
To love others, you first have to know and love yourself. And self-love starts with knowing who you are—your roots, your story, your softness.
As an Asian American, I wanted to honor the traditions and quiet beauty of our heritage. That’s why I chose the setting of A quiet home from my childhood—a space filled with memory, warmth, and care. It’s where love is unspoken but always present.
This collection is about love as both a personal and cultural journey—a slow unfolding of acceptance, growth, and connection.
Creative Director: Audrey Bark @oduribak
Assistant Art Director: Danielle Berger @daniellemarizberger
Photographer: Nelson Huang @nelshaung
Makeup: Yunqi (Qiqi) Ying @limbafter1imb
Hair: Maria Carreno @mari4l3jandra
Stylist: JINGJING JIA @8bit.gurl
Set Designer: Lana Stepanova @nizhnishe
PA:Samuel Kim @happysamk
Internal PA: Ashley Zhang @loveietter
Talents
Jamie Lee Jones @ejamiej
Bom Seol @itsbomseol
I wanted to capture raw, authentic stories of resilience. Growing up as the only Asian American, I stayed silent, but meeting other AAPI creatives like me made it clear that self-expression is what drives culture forward. That's how we landed on our campaign's message: alone we are silent, but together we are resilient.
Creative Director: Audrey Bark @oduribak
Photographer - Lian Benoit @lianbenoit
Glam Director/Garment Designer: Elizabeth Wang @nastygongzhu
Set Designer: Corinne Ang @corinne_ang_
Photo Assistant: HeeEun Chung @heeeunchungg
Assistant Director: Danielle Mariz Berger @daniellemarizberger
Hair/Styling: Elizabeth Wang @nastygongzhu
Makeup: Nica Tan @bynicatan
Styling Assistant: Jisha Arora @jishaworldwide
Graphic Design: KwangMoo Lee
Talents
Dante Lourensze @dantelourensz
Yvana Han @hanyin.a
Sevah Darbouze @sevahsevah
Fuma Maruno @fuma.maruno
Jiwon Shin @itssnixbitxh
Hong Jet Abel Chua @ablechua
@sundae.school ’s SS24 collection, "Out West," inspired by "Journey to the West," honors the immigrant experience of seeking peace and opportunity. Reflecting the creators' own journeys, it explores challenges like academic pressures and temptations, using tattoos and smoking as symbols of resilience. The "cowboy in Seoul" represents modern pilgrims navigating a new world while honoring their cultural heritage.
Credits:
Creative Director: Audrey Bark @oduribak
Photographer: Jaewon Lee @leejaewonarchive
Makeup/Hair: Jeehyun Kim @@riddlemakeup
Stylist: Jisoo Kim @_ji__sookim
Videographer: Hyunil Yoon @heypieday
Video Editor: Hee Eun Chung @heeeunchungg
Talents
Seungmin @seungmminn
Seung Hyeon Park @hyeonparks
LET THERE BE LIGHT FASHION SHOW
Worked on
Graphic identity
Motion Design
Motion Edit
Graphic design: @corinne_ang_
3D Design: @sejjjjun
Music: @no_4mat
