About the project
With the Streetwear Series, I wanted to challenge the standard visual language of utility fashion. Cargo pants and streetwear are usually marketed in gritty, urban settings. I took a different approach by placing these heavy, utilitarian garments into soft, surreal environments—like floating clouds or lush mossy landscapes. This contrast between the ‘rugged’ product and the ‘ethereal’ background creates a visual tension that grabs attention. My focus was on precise lighting integration to ensure that, despite the surreal setting, the product still felt physically grounded and premium.
We wanted to launch our new cargo collection with something loud and different. Abu Bokor Siddiq came up with the concept of placing our rugged streetwear in these dreamlike, surreal environments—clouds, fields, and neon streets. The result was visually stunning and stopped people from scrolling immediately. Abu Bokor Siddiq knows exactly how to mix 'street' with 'art'.