Hypebeast_The rebellion of the stablished_Lee
The brief
Hypebeast Shanghai asked me to conduct a consulting study about how can be Lee deliver a Brand new positioning in China.
Rebumping the attitude
Looking at the mirror of the generational rebellion that is already happening in China, and making it feel real.
We live in a world surrounded by hypocrisy, and social commitments, and the need to feel part of the established status forces us to create a character that blurs the individual's identity.
But modern society is waking up, a new movement knocks on the door. Contemporary citizens are a symbol of change, they are genuine and self-confident. They lead the movement of reflection and they will be the reference for the new generations, they are free of conventions and move firmly towards freedom, they are the arrowhead of the rebellion.
