Creative direction and production for the launch of American label Praying’s collaboration with Japanese street style bible FRUiTS. The collection, featuring crop tops, shoulder bags and baby tees printed with the iconic FRUiTS logo, pays homage to the golden age of Harajuku street fashion while filtering through Praying’s unmistakable lens of internet sleaze and subversive humour.
Shot in the outskirts of Tokyo by photographer Xiu Xiu Kong, the campaign was directed by GATA editor-in-chief Marta Espinosa and styled with a knowing nod to the trailer park trash aesthetic of filmmaker Harmony Korine. GATA crafted a campaign that felt both nostalgic and provocatively new: a seamless collision of two cult aesthetics from opposite sides of the globe.
