Querelle Campaign SS23 by untitlab® – Freed; Digesting Narcissistic Loneliness. Shanghai based shoes and accessories brand, untitlab®, just unveiled their new campaign. Shot by photographers duo Wang Lei and Jiang Kun, the campaign features key products from both AW22 and SS23.
Under the art direction of Tian Cai, the campaign hides subtle references to Querelle, the Germano-french movie produced by Rainer Werner Fassbinder in 1982.
untitlab® aims to unleash everyone’s unique personality with versatile products, leaving oneself to any interpretation.
The fashion blockbusters interpreted by photographer Wang Lei and Jiang Kun forms a subtle visual connection with “Querelle”, released in 1982.
The atmosphere in the relationship of several people has produced the theme: dissociation. That is, not belonging to anyone or even oneself, as the object of constant gaze, the pursuit of a pure has become impossible.
Trying to resolution narcissistic loneliness during the pain of destruction and relationship tension.
This Querelle Campaign shooting combines key products of AW22 and SS23 to breakthrough gravity and create multiple aesthetics. The breakthrough in color and the combination of outdoor elements present a unique style.
More cross-scenario use, breakthrough the boundary restrictions, create a sport and fashion shoe image exclusive to untitlab® , and pass the joy and confidence.
About untitlab® ：
untitlab® IS A FASHION BRAND DEDICATED TO FOOTWEAR AND ACCESSORIES DESIGN. THE NAME OF untitlab® IS INSPIRED BY THE WAY THE ARTISTS ENTITLE THEIR WORKS WHEN THE CREATIONS ARE UNDEFINABLE. DURING THE SPONTANEOUS CREATING PROCESS, THE ORIGINAL FORMATIVE ENVIRONMENT OF THE CREATORS HAS SET THE CONCEPT WHICH RUNS THROUGH
THE DESIGN OF untitlab® : FOCUSING ON THE INTERMEDIATE PROGRESS, ERASING THE BOUNDARY BY MATERIALS INNOVATION, RADICAL SILHOUETTES AND ALTERNATIVE VISUAL AESTHETICS.
PROPOSING NEW POSSIBILITIES WITHIN THE CURRENT FASHION CONTEXT AND THE EXISTING OPTIONS OF CONSUMPTION.
untitlab® AIMS TO PROVIDE VERSATILE USAGE REFERENCES THROUGH DESIGN PRACTICES, INVITES CONSUMERS TO ACTIVELY ESTABLISH THEIR PERSONAL USAGE SCENARIOS AND RETURN TO FOCUS ON COMMON HUMAN EXPERIENCES AND EMOTIONS.
IN THE DESIGN AND PRODUCTION PROCESS, untitlab® TAKES SUSTAINABLE DEVELOPMENT AS THE CORE ELEMENT, KEEPS FOLLOWING AND PARTICIPATING IN THE PROCESS OF IMPROVING THE ECOLOGICAL ENVIRONMENT AND THE PROGRESS OF THE ANTHROPOCENE.
Credit of Querelle Campaign SS23：
Photography Wang Lei & Jiang Kun
Art Direction Tian Cai
Styling Qiudi
Talent Zeng Lixuan, Zhao Zheng, He Jun
Make Up Liu Wendi
Hair Zhang Ning
Coordination Lucien Meng
Production Color
Set Design Han Lam
Photography Assistant Biu
Styling Assistant Lily, Aaron
Special Thanks Zhou Yang & Peng Hao
PR Agency Autrement PR Paris