REFINED CASUAL
Our 'aha!' moment for Refined Casual came from observing how city life shapes the way we dress. In a fast-paced environment, outfits need to adapt, effortlessly moving between casual outings and not-too-formal meetings. Most days, full-on formalwear isn’t necessary, but dressing too relaxed doesn’t always feel right either.
So, in a setting like this, doesn’t finding the right balance between comfort and polish just make sense?
This tricky question sparked the journey to define Refined Casual. City life is unpredictable, filled with unexpected moments and constant movement. Adaptability is key, but so is feeling put-together. Refined Casual captures that balance spot - polished but never too formal, effortless but never sloppy. It is where your clothes work with your day, not against it.
A comfortable daily outift serves as a base, allowing carefully added accents to express individuality and transition through different contexts. And that’s where accessories naturally pull everything together. The right bag or pair of shoes fits effortlessly — practical, versatile, and just bold enough to complete the look without going overboard.
THE 'REFINED CASUAL' CAMPAIGN
We were fortunate to gather six individuals, each with their own unique personality, for the 'Refined Casual' photoshoot in a small studio tucked away from the heart of Saigon. Our vision for this photoshoot was to illustrate the functionality of everyday wear within the vibrant tapestry of modern life.
To truly embody 'Refined Casual,' each individual embraced a style that spoke to this idea which centers around the classic formal pieces with a relaxed twist. It's about the effortless pairing of straight-leg trousers with a casually cropped coat, making a nod to polish without the formality of a suit. While blazers are paired with well-fitting denim, striking what in between of put-together and approachable. We envisioned this as something that felt intentional yet never stiff, elevated basics that adapts to flexibility and a style that move within the day, particularly in the choice of accessories.
We sought to capture those subtle, everyday moments – a casual chat, a quick phone call, or a tiny adjustment to one's outfit before stepping out. Through these simple actions, we hoped to convey the message of something relaxed yet refined through pieces that seamlessly adapt to any wearing occasion throughout the day.
