WORK · 04 - BRAND DIRECTION FOR HUONG BOUTIQUE

Sophisticated Romance

Spring is not a season. It is a state of mind. For Huong Boutique's Women in Love line I tailored Inner Spring: softness, artisanal detail, emotive silhouettes, for the beauty of women at every stage of life.

Romantic fashion serves as a subtle defiance against optimization, employing softness, artisanal details, and emotive silhouettes to reaffirm the essence of humanity within an automated society.

[ Customer board ]

Customer study: women 25 to 35, creative and luxury-minded, from Hanoi to Paris to Seoul, single or on the verge of marriage, choosing romance deliberately.

Indochine-interior editorial for Huong Boutique: white sculpted coat-gown over a flowing skirt, model holding a red berry branch

Seated portrait holding a fishbowl in the antique interior — PL. 01Photoshoot

Back view against black lacquer doors showing the floral applique spine and organza train — PL. 02Photoshoot

Black-and-white reclining editorial on the daybed in a strong-shouldered blazer with a soft skirt — PL. 03Photoshoot

Black-and-white frame by the window with a glass in hand, tailoring detail up close — PL. 04Photoshoot

Dark concept collage of a gilded sun, hands and the heart-of-gold verse anchoring the collection's mood — PL. 05Concept board

Dark floral concept board with the She's-a-dreamer manifesto text — PL. 06Concept board

Bridal-lace concept collage of layered lace and floral appliques with a veiled gown on charcoal ground — PL. 07Fabric & color board

Twelve-look collection line up, front and back, with the sketch rows that preceded it — PL. 08Collection line-up

Technical illustration of the collection: flats and construction callouts for the key looks — PL. 09Technical illustration

The original spreads

As printed, 10 pages

The pages of her printed portfolio, uncropped. The plates above were cut from these.

SP. 01Project title spread: Sophisticated Romance, a brand campaign for Huong Boutique.

Romantic trend forecast 2026-2028 spread with runway reference and cycle analysis. — SP. 02Romantic trend forecast 2026-2028 spread with runway reference and cycle analysis.

SWOT analysis spread for Huong Boutique's post-rebranding romantic positioning. — SP. 03SWOT analysis spread for Huong Boutique's post-rebranding romantic positioning.

SP. 04Contemporary Romantic Sophistication: target customer profile and aesthetic references.

Three concept boards: Heart of Gold, Feminine Spirit, Rebirth of Spring. — SP. 05Three concept boards: Heart of Gold, Feminine Spirit, Rebirth of Spring.

Textile inspiration board on sheer layering, lace and floral embellishment. — SP. 06Textile inspiration board on sheer layering, lace and floral embellishment.

Line-up and sketch sheet of six tailored looks, front and back. — SP. 07Line-up and sketch sheet of six tailored looks, front and back.

Final design technique: embroidery application and upcycled lace-bra reconstruction. — SP. 08Final design technique: embroidery application and upcycled lace-bra reconstruction.

Black-and-white photoshoot spread: the finished coat-gown in an antique interior. — SP. 09Black-and-white photoshoot spread: the finished coat-gown in an antique interior.

Colour photoshoot spread: the finished look outside a lacquered doorway. — SP. 10Colour photoshoot spread: the finished look outside a lacquered doorway.