CREATIVE DIRECTION
2026
MUGLER
EXODUS
A Dialogue Between Two Futures
EXODUS explores Mugler's cultural
presence in Tokyo through a speculative
campaign rooted in architecture,
futurism, and worldbuilding.
Rather than treating Tokyo as the setting,
the project positions the city as an
active collaborator—creating a dialogue
between Mugler's architectural couture
and Japan's vision of the future.
ROLE
Campaign Strategy
Creative Direction
Art Direction
PROJECT
Academic Project
1 Semester
COURSE
Fashion Marketing
& Communications
TOOLS
Adobe CC
BRAND HERITAGE
Founded in 1974, Mugler established a visual language defined by architecture, performance, and transformation.
EXODUS revisits these foundations through a speculative campaign that explores how Mugler's identity can evolve through contemporary cultural storytelling.
VIEW BRAND HERITAGE
WHY TOKYO
Tokyo was selected not only for its commercial significance, but for its influence across fashion, architecture, technology, and design.
Its culture of experimentation reflects Mugler's commitment to innovation, positioning the city as an active collaborator in shaping EXODUS.
VIEW CULTURAL RESEARCH
SHARED FUTURES
Although shaped by different histories, Mugler and Tokyo share a belief in innovation expressed through architecture, craftsmanship, and design.
EXODUS reconnects these parallel visions, creating a dialogue between two cultures united by transformation and future thinking.
VIEW COMPARATIVE ANALYSIS
CAMPAIGN PROPOSAL
EXODUS proposes a speculative editorial campaign that reimagines Mugler through architecture, futurism, and cultural dialogue.
Positioning Tokyo as an active collaborator, the project creates a contemporary narrative connecting heritage with future vision.
VIEW CAMPAIGN STRATEGY
CREATIVE DIRECTION
Creative direction transforms the concept of EXODUS into a unified visual language.
Photography, styling, beauty, and architectural references work together to create an editorial narrative where body, garment, and space exist as one visual system.
VIEW CREATIVE DIRECTION
EDITORIAL SEQUENCE
Presented as a continuous editorial narrative, the collection reinterprets Mugler's architectural language through Tokyo.
Together the looks chart a journey of structure, transformation, and speculative futurism across a unified visual world.
VIEW FULL LOOKBOOK
REFLECTION
EXODUS demonstrates how strategic research,
cultural insight, and editorial direction can be
brought together to construct a cohesive
campaign world.
By combining architecture,
storytelling, and brand identity, the project
presents a contemporary vision of Mugler that
is both culturally informed and creatively driven.
BARCELONA, SPAIN
2026
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