San Francisco, US
“Culture” & “Rebellion”
Off-White™ Spring/Summer 2025
MA Thesis · Academy of Art University · 2025
RoleArt Direction · Styling · Sourcing
WardrobeSourced secondhand in San Francisco
Looks built11 · three shot
Brain storming · Format · Process
The format
Built as a manual — the kind that comes in the box when you buy something. Contents, numbered sections, specifications. A campaign doesn’t normally arrive in this format. That is the point.
The argument
Off-White was founded to find the grey area between streetwear and high fashion. This campaign treats the brand as a movement rather than a label — something you can belong to without owning a piece.
Reference
Off-White’s own show notes, the publication the house used to document its collections. I borrowed its grammar and ran a full campaign through it.
- Brand analysis
- Creative brief
- Concept
- Sourcing
- Styling
- Shoot
- Layout
Brand analysis
Abloh founded Pyrex Vision in 2012 — more art project than fashion brand, screen-printing vintage flannels and sweatshirts. Off-White launched the same year in Milan: graphic-heavy apparel, industrial design language, diagonal stripes and quotation marks.
Those elements isolated the brand from everything around it, and the Nike, IKEA and Levi’s collaborations pushed it into the mainstream.
| Founder | Virgil Abloh |
| Now led by | Ibrahim “Ib” Kamara |
| Founded | 2012 · Milan, Italy |
| Production | Men’s & Women’s & Kid’s RTW · homeware · fragrance · jewelry · accessories |
| Collabs | Nike · IKEA · Levi’s · Jimmy Choo · Moncler · Evian · Chrome Hearts · SSENSE |
Inspiration board
Show notes × product manualA house documenting itself in the language of manufacturing paperwork, paired with the booklet in the box that nobody reads. I ran the brand’s vocabulary through it — hazard yellow, varsity blue, quotation marks, industrial hardware — and built every look from secondhand racks. What came out is a manual for a collection that was never manufactured.
Design elements
Pantone 12-0704 TCX
Dominant
The name itself. The gap between black and white, made literal. Used as ground — hoodies, negative space, the page.
Pantone Reflex Blue C
Primary
The purest blue a screen can make and print can only approximate. A native digital colour, borrowed into a physical object.
Pantone 13-0858 TCX
Accent
Hazard tape, construction signage, the varsity sleeve. A colour designed to warn people, reassigned to sell clothes.
Look book briefs
Eight written before sourcing · three shotModel centred in a vast, dimly lit industrial warehouse. Oversized jacket with the diagonal stripes over a white graphic tee and tailored cargos. Single overhead spotlight, sharp shadows.
Close-up on hands holding a bag with the zip-tie tag against its minimalist body. Hands slightly blurred so the hardware carries. Blurred cityscape at dusk behind.
Two models against a graffiti wall in an alley. One in royal blue and distressed denim, one in a striped blazer over a single-colour tee and track pants.
Minimalist studio. Asymmetrical cuts with a diagonal stripe worked into the pattern. Stark white wall, mannequins echoing the silhouette, hard shadow.
A sneaker on an upward-facing mirror against pure black, angled to show the deconstructed build and neon zip-tie. The mirror as duality.
Fragrance bottle on weathered concrete. Clean glass and black cap against grey grit, soft side light on the contours.
Model mid-stride on a city street at night in royal blue with reflective detail. Light streaks behind — motion, progress, the collection tied to city life.
Face half obscured by branded shades. Stark white studio cut by a single diagonal stripe. Dramatic light on the hoodie’s texture.
Garment list
Every piece sourced secondhand in San FranciscoLook line-up 01–11
Styled on the form before the shootEleven built. Three made it to camera.
Plates
Studio, San FranciscoCredits
Eric Zhang
Eric Zhang
Boris Sandoval
Eric Zhang
Alice Zhu
Alice Zhu
The booked model cancelled the week of the shoot. I stood in and shot it in the school studio.