Project 04

Adhering to the brand’s founding philosophy in crafting quality menswear for “New Men in Town”, Project 04 incorporates more sophisticated blocks which evolve the 2-dimensional skeleton into a 3-dimensional architecture, and embody the equilibrium of boldness and aesthetic figure of men to reshape body form and redefine masculinity.

Concept & Campaign Lookbook Shop Collection
The leg silhouette is reshaped with the pleated cuboid forms, which is placed tactfully with prolonged straight lines to offer an impression of strong-formed legs. more about cuboid bottoms
The Cuboid block has been unobtrusively formulated with fine fabric to enrich the unique 3-dimensional form as an accent to reshape. more about ST-CB1
Inspired by functional sportswear and protector, the Strong Arm Sweatshirt constructs an ideal male figures. more about TE-SA1
The KARMUEL YOUNG X MOUCCM collaboration has been escalating further with the newly presented Shirt Ring, which uniquely captures the attention on easily forgotten details laying in menswear. more about shirt ring
Inspired by the concept of form dissection and masculinized art created by Alexandra Bircken, John Chamberlain and Yngve Holen, the shirt jewellery pieces, shirt rings and shirt chains add a touch of novelty for any look. more about Karmuel Young X MOUCCM jewelry
Black brings boldness and boundlessness to multiple blocks in this project, the brand's DNA is further elaborated in one of the barest colours, however with the most flirtatious and captivating quality. more about black pieces

Lookbook

1 vest x 5 shirts x 4 overshirts x 3 knitwears x 6 tops x 4 bottoms x 12 jewelries = 16 looks. Rollover to explore.Tap to explore.

CREDITS

Art direction
Karmuel Young

Jewelry collaboration
MOUCCM
Photography
Davit Giorgadze

Styling
Christian Stemmler

Hair & Make up
Dushan Petrovich

Model
Leon Romeike
Copywriting
Adalhard

Website design
Anna Tsang

Still life art direction
aSin

Still life photography
Benson Yip
Perkin Yu

Retouching
Cchung Wong
Technical support
Denny Ng
Eric Chow
Ginnie Choi
Hedy Chan
Kitty Chen
Liza Yiu
Osmond Lee
Ringo Lee
Rose Huang

Special thanks
Alander Wong
Barbie Chan
Canki Chong
Carol Tao
Chelle Chan
CK Chan
Dandamn
Desmond Cheung
Himmy Li
June Wan
Kevin Leung
Koji Wang
Lammy Chan
Nel Yau
Penter Yip
Ronnie Tung
Sara Chow
Vikki Yau
Winnie Yau
Yellow Wong
Yuen
Zoe Kwok

CREDITS

Art direction
Karmuel Young


Jewelry collaboration
MOUCCM

Photography
Davit Giorgadze

Styling
Christian Stemmler

Hair & Make up
Dushan Petrovich

Model
Leon Romeike
Copywriting
Adalhard

Website design
Anna Tsang

Still life art direction
aSin

Still life photography
Benson Yip
Perkin Yu

Retouching
Cchung Wong

Technical support
Denny Ng
Eric Chow
Ginnie Choi
Hedy Chan
Kitty Chen
Liza Yiu
Osmond Lee
Ringo Lee
Rose Huang

Special thanks
Alander Wong
Barbie Chan
Canki Chong
Carol Tao
Chelle Chan
CK Chan
Dandamn
Desmond Cheung
Himmy Li
June Wan
Kevin Leung
Koji Wang
Lammy Chan
Nel Yau
Penter Yip
Ronnie Tung
Sara Chow
Vikki Yau
Winnie Yau
Yellow Wong
Yuen
Zoe Kwok

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