about






Project



Role







Duration





DeliverablesUnsettle c002 // Duality Preview Editorial
Creative Director - campaign concept, art direction, styling, editorial, launch strategy
1 months research & development → 1 day on-set capture → 2 week post-production → 2-week launch 
Lookbook, editorial, BTS film, copywriting, digital presentation




Context & Challenge


For Unsettle’s second collection under its rebrand, I developed and directed “c002 // Duality” -  a collection that explores the friction between containment and collapse, control and vulnerability. The editorial acts as a visual essay on opposing forces within identity, filtered through local Bay Area artists and the brand’s evolving design language.



Goals

  • Establish a cohesive visual language to reflect Unsettle’s shift toward more conceptual, editorial -forward storytelling.
  • Build emotional resonance through styling, form, and space -  emphasizing internal tension over external perfection.
  • Translate abstract themes of duality and fragmentation into clear visual moments across web and social.





      • Creative Execution


      Narrative Approach

      • The concept of duality was framed not as binary but fluid contradiction - expressed through shape, stillness, and asymmetry.
      • Models were styled to feel transitional - neither static nor posed, caught between motion and restraint.
      Styling & Garment Framing

      • Used layering and negative space to suggest depth.
      • Juxtaposed rigid and fluid textiles (merino wool paired with workwear material like selvedge denim & duck canvas) to mirror the balance between contrasts.
      • Accessories such as carabiners reinforced modularity and technicality.

      Location & Set Design

      • Shot on-location in minimal, textural spaces in photography studio to control lighting.
      • Employed shadowplay and reflective light spill to segment bodies and emphasize mood.

      Tone & Palette

      • Worked within a narrow tonal range (muted neutrals, grayscale) to draw focus to collection offering.
      • Color and lighting shifts were used sparingly to punctuate narrative tension.


      Execution & Team Leadership

      • Directed all aspects of production - from moodboard and casting to on-set styling and photography collaboration.
      • Managed a lean team (photographer, assistant stylist) with tight production windows and self-funded resources.
      • Oversaw final image curation and digital publishing, ensuring alignment with broader brand evolution across platforms.





      Reflection

      c002 // Duality wasn’t just a debut- it was a test of our new identity’s flexibility. Could it scale across sound, garment, image, and environment?

      • The answer was yes: our modular system allowed us to layer editorial, technical design, and visual storytelling into one ecosystem.
      • The project revealed strong brand equity in underground-meets-elevated storytelling, where fashion operates as both utility and code.






      Credits


      Creative Direction, Brand Strategy, GTM Launch: Charlie Yip
      Photographer: Sahra Jajarmikhayat Talent: Eileen Shoji, Ibrahim Baig, Noah Aure
      Film Editor: Charlie Yip
      Product Development: Charlie Yip