This campaign saw us exploring the theme of identity through fashion, in a special collaborative series in line with Singapore Biennale 2022.

Faris, Gabrielle, and Ling each interpreted their favourite work of art at SB2022 at Singapore Art Museum (SAM) through their choice of outfit — an external representation of their inner selves, a conscious choice that contrasts the names that we don’t choose for ourselves.

Our first campaign for SAM happened in two parts — in the first, through carefully-curated outfits inspired by their artworks of choice, Sean, Rao, Yeong Chong, Faris, Yen Hui, and Anisah, staff members from SAM, shared their perspectives and how their work at SAM have brought them deeper into the world of art.

This campaign also involved an open call contest, where we invited the public to share their own fashionable interpretations of the ongoing SAM exhibition at National Gallery Singapore. We documented the 4 winners and their stories through a series of videos.