Sundae School Finds Inner Peace in Summer 2022 "Rituals" Capsule
Los Angeles and Seoul-based Smokewear brand Sundae School is back with a new capsule for the Summer 2022 season.
Dubbed "Rituals," the range is all about finding inner peace while revisiting the label's origins, from its first foray into Smokewear to its designs inspired by traditional Korean elements. "The Summer 2022 campaign was inspired by the transition of feeling lonely in a crowd to enlightenment after rituals. This feeling of social freedom is expressed through shooting this campaign from dawn to late afternoon, in order to visually portray literal enlightenment," designer and campaign director Audrey Bark shared in a press release. Founder Dae Lim added: "This collection looks back to Sundae School’s first forays into Smokewear, with high-end, structured uniforms designed for recreational consumption and vibrant prints inspired by Korean culture and the ever-expanding fabric of Cannabis subculture."
The vibrant visuals showcase a wide range of graphic tees adorned with hand-drawn art and spray paint, as well as swimwear pieces. The Silk Jeogori Set, inspired by the traditional hanbok, features illustrations by Kwangmoo Lee, while paisley print pants take details from Dancheong, a Korean temple pattern.
Peep the campaign imagery above and the video down below. Sundae School's "Rituals" capsule is now available online.
