Purewhite Spring/Summer 2022 Utopia Campaign video

If there’s ever been a time that we have longed for freedom and release, it’s now. Post pandemic, post apocalyse we all seek comfort in a positive outlook. We look to rebuild our future, we yearn for our utopia. Utopia meaning; “a perfect society in which everyone is happy”. Utopia is a futuristic concept in which we fantasize about a world in which we can experience freedom, harmony and celebration. Utopia builds on the power of design to boost moods and incite positivity. 

This Spring/Summer 2022, joy and optimism will be embraced as necessary and even radical, against a backdrop of challenge and constraint. Our utopia will feel like an dreamland and an endless vacation at the same time. In garments this translates to resort and loungewear with an effortless summer vibe.

Creative/Art Direction: me
Voice Over: Victoria Hogan
Poem: Valerie Dohren
Styling: Nikki Balsem, Bohdine Heldernisse
DOP: Inno van Der Sande
Edting: Joardy Tummers