Creating a rich and evocative brand world for the womenswear label has allowed 11.12 to get to the heart of what it means to be a Hyun Mi Nielsen woman. We built a powerful brand positioning and narrative which defines the label’s complexities in a captivating manner, and in turn created a visual language to evoke this world. The first campaign reveals the symbols of the brand, allowing the attitude and craftsmanship of the garments to stand out. Future campaigns will build upon this, uncovering the layers of our woman as we continue to work with the designer.