Smokewear and way of life model Sundae School is welcoming the vacation season, and a brand new chapter within the model’s coming-of-age story, by turning the biblical story of Adam and Eve on its head with their newest marketing campaign, “Genesis: Chapter Two.”
This all stays true to the countercultural, and sometimes sacrilegious, spirit of the model. In 2017, the model’s first marketing campaign reimagined the story of creation, the seven days of Genesis, in a world by which God was Korean and smoked each day to create the universe. Now, they reinterpret The Backyard of Eden, with a Hashish plant changing the Tree of Data.
Of their story, Adam and Eve break the foundations by smoking weed. However as a substitute of being crammed with the sensation of disgrace, they really feel pleasure from the enlightenment the plant brings. After being banished from the backyard, they create their very own model of paradise, with their very own guidelines and techniques. And within the ultimate scene, God decides to go away heaven to hitch them and affords her hand to mild up the torch.
”We all the time wished to proceed with the subsequent chapter of the story — of Authentic Sin — and interpret it from a increased perspective, and had a grand imaginative and prescient on what and the way we wished for example the narrative,” founder Dae Lim tells PAPER. And this all goes again to his personal roots as somebody who grew up in South Korea.
“Rising up in Seoul, I used to be taught that hashish is the ‘satan’s lettuce’ by means of my mother and father, the church, and the media,” Lim says. “Particularly in Korean widespread tradition, the legal portrayal of hashish exacerbates the unfold of misconceptions in regards to the plant. Once I was in highschool, seeing Huge Bang’s G-Dragon and T.O.P get arrested for hashish and shunned by the general public actually cemented the plant because the carnal sin.”
However issues modified as Lim moved to America and discovered extra about hashish and the approach to life and tradition that surrounds it. He continues, “Once I lastly had the braveness to inhale, I discovered that my opinions have been prejudiced by misinformation and that the truth is, it could possibly be a software for self-discovery and enlightenment — puns absolutely supposed.”
Alongside along with his workforce, Lim got here up with a printed zine, marketing campaign video and capsule vacation assortment which features a mesh lengthy sleeve, printed carpenter pants and woven blanket.
“From preliminary idea assembly to ultimate manufacturing, it took about 4 months! We studied every bible verse associated to the Backyard of Eden and re-purposed line by line how we wished our story to be informed,” assistant artistic director Caroline Park tells PAPER. “The ultimate product was a fragile balancing act of executing our wildest desires inside the boundaries of what was truly attainable in Korea.”
See the seems from the capsule vacation assortment under, and store for the seems and the zine here.
Artistic Director: Dae Lim
Assistant Artistic Director: Caroline Park
Artistic Company: Teleport Studios
Structure & Typography: Corinne Ang
Photographer: Jinwoo Park
Assistant Photographer: Gyung Bae Gill
Videographer: Yongki Lee, Seungtae Kim
Lighting: Staff All Lighting
Mannequin: Geumone Gim, Daehee Lee, Han Bin Kwak
Hair Stylist: Hyun Woo Lee
Hair Assistant, Han Bin Kwak
MUA: Minseok Choi
Assistant MUA: Hyosun Lee
Set Stylists: Taco Kim, Daeun Lee, Minyoung Kim
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