HOW I CONCEPTUALIZED THE UNDONE CAMPAIGN

with the NYU Fashion Business Association (FBA)

Writing and Imagery by Aaron Kho
Design by: Fashion Business Association team

Undone was conceptualized for the Fashion Business Association (FBA) Runway Show.

To undo is to unfasten oneself from a struggle, a bound, or a constraining device. This process often connotes change. When an object is undone, the final state of this object, of this unraveling will be freedom, a rebirth. Raw.

Unlike previous years, Undone unravels herself as a symbolic step-back towards a more simplified, or more minimalist show. And less, in this sense, means more.

“When an object is undone, the final state of this object, of this unraveling will be freedom, rebirth.”

Conceptualizing a powerful visual motif

Throughout the discussions, many ideas were floated to conceive a motif to represent the theme of this year’s campaign. But nothing struck us as much as the motif of a butterfly emerging out of a chrysalis.

“...the butterfly emerging out of her chrysalis, untying itself slowly from a constricted space, becoming an object of beauty.”

Behind the silk enclosure, the pupa metamorphoses itself, developing wings and antennas before taking flight someday. This process ends with the butterfly emerging out of her chrysalis, untying itself slowly from a constricted space, becoming an object of beauty. This transformation marks the next stage of its life cycle. An elegant insect would leave most of us in admiration.

To be undone in this case is to unravel itself from the enclosure, and then achieve full flight, freedom and elegance after metamorphosis.

*Sample Photographs from Undone Photoshoot*

Behind the scenes of the Undone campaign

Visual Campaign and Imagery

Part to the campaign’s objective was to involve as many individuals as possible, so we can leverage on word of mouth to create awareness for the Fashion Show.

Our casts were chosen with diversity at the back of our minds. The models were instructed to be as gentle with the newly transformed butterflies as they perch on their shoulders, face or hair. New from growth, these butterflies found solace and harmony with the humans. Yet, they are equally vulnerable as newly-minted butterflies.

New from growth, these butterflies have found solace and harmonic relationships with the humans.

We decided to go with gold leafs and glitter to give extra elegance. The white backdrop, and the white butterflies, heightens the simplicity of the visuals with a soft touch. Yet the images feel deconstructed at the same time. This highlights the humans as an essential part of the butterflies' living space, carrying a symbiotic relationship with us.

On-Set Technicalities

As only portraits will be seen in the setup, a two lighting setup equidistant from the background to the models and the lights to the models is adequate in achieving the needs for this portraiture campaign.

A remotely operated speed light was put on the ground to illuminate the background.

With the models coming in at staggered timings, a crew supported us with makeup, costume and styling direction. Every model maintained a level of professionalism as we operated like an assembly line. The process was seamless and by the time all of us had finished with the shoot, 3 hours had flown by in a breeze.

The Annual Spring Fashion Show

The visual campaign that tied to the Annual Spring Fashion show attracted over 200 attendees. Held on the top floor of the Kimmel building with a view of the Empire State Building and Washington Square Park, the Spring Fashion show was a success.

Every year, the Fashion Business Association would donate their ticket proceeds to the community. All of the Undone ticket proceeds go towards the CFDA foundation, which supports various causes including Breast Cancer awareness programs, funding for HIV/AIDS organizations with 7th on Sale and addresses the issue of model health with The CFDA Health Initiative.