THE TIES THAT BIND AW25 CAMPAIGN

This Autumn Winter 25 Season, designer Jude Ng feels a pull to return to his roots as a creative. The playful inner child emerges, rekindling a sense of wonder as he reflects on where his creative journey began. In a world which is getting crazier and more complex at a rapid pace, we feel a strong longing for simplicity and grounding, the happy and safe place where we are able to flourish.

In this collection titled, “Ties That Bind”, we are inspired by ties to community, family and a sense of belonging. A return to ones roots, finding ones core or centre and retracing where the journey of self discovery began and how it will continue.

SCENE 01: Separation/Isolation.
Two characters in an isolated state, yet feeling each others presense with a sixth sense.

SCENE 02: Opposition.
The characters meet, but find that they are at odds with one another.

SCENE 03: Tug of War.
Representing the conflict between ones inner child and the effects of the outside world, trying to reconcile the two.

SCENE 04: Common Ground.
A harmonious balance has been reached, a peaceful ying and yang.

SCENE 05: Binding.
The characters are bound together in a strong and unique bond.