A collection dedicated to Music festivals. So-called “festival style” is ubiquitous—and it’s how fashion is capitalizing on the fact that large-scale music events have earned a dress code all their own. Super kawaii was released few days before “Playtime” the major music festival in Mongolia. People are seeking authentic experiences of coming together in a physical sense that can’t be replicated. Meeting new people, having your mind blown, anticipation, discovery. Festivals embody that. So does the fashion.
Playtime offers not only music but also various stalls and booths of comedy performers, speed dating, foods, drinks, cocktails, accessories, clothes and even big screen to watch the World Cup. All at the same place. isn’t it convenient. It’s about the whole presentation. From the venue and the atmosphere to the bands and the sequence they’re presented in. It’s about visual design, what you eat, what you drink.
Meeting new people, having your mind blown, anticipation, discovery
It’s ideal for brands because there are all of these really hot people in one place.They can leverage those people’s cool and spread the word about whatever it is that they’re promoting. People really think about what they’re going to wear now and want to dress up and plan their outfits. Super kawaii is the best option for the festival lovers who want something unique, fancy and at the same time have a hint of Mongolian identity. the collections has T-shirts, embellished trousers, leather jacket, deel style dresses, sequin skirts and jackets all glittery and fun.
PHOTO GRAPHER & GRAPHIC DESIGNER: O.TUMURBAATAR
STYLIST: MICHEL & AMAZONKA
MODELS: GEREL, BUJINLHAM
MAKE-UP: ANARA’S MAKE UP
LOCATION: DOWNTOWN ULAANBAATAR