INDEPENDENT CAMPAIGN CONCEPT / 2026

Soft
Utility

for COYSEIO

COLLECTION IMAGE / COYSEIO 2026 FALL WINTER

PROJECT OVERVIEW

A visual system for softness with character.

BRIEF

Extend COYSEIO's emotional world into a focused seasonal campaign.

AUDIENCE

Fashion-aware 18–30 year olds drawn to Korean independent labels.

OUTCOME

Art direction · Poster · Social system · Landing page

ROLE

Research · Image-making · Layout · Digital design

COLLECTION STUDY / LOOK 1–7

One room.
Seven identities.

The repeated domestic set turns each outfit into a character study. Shape, layering and small shifts in colour carry the story while the room remains constant.

LOOK 1 from the COYSEIO Fall Winter collection — LOOK 1 / COLLECTION STUDY

LOOK 2 from the COYSEIO Fall Winter collection — LOOK 2 / COLLECTION STUDY

LOOK 3 from the COYSEIO Fall Winter collection — LOOK 3 / COLLECTION STUDY

LOOK 4 from the COYSEIO Fall Winter collection — LOOK 4 / COLLECTION STUDY

LOOK 5 from the COYSEIO Fall Winter collection — LOOK 5 / COLLECTION STUDY

LOOK 6 from the COYSEIO Fall Winter collection — LOOK 6 / COLLECTION STUDY

LOOK 7 from the COYSEIO Fall Winter collection — LOOK 7 / COLLECTION STUDY

BRAND RESEARCH

I studied the system,
not just the logo.

Official Instagram ↗

Brand code matrix

Repeated visual signals become practical rules for my campaign.

Signal	Observed evidence	Design implication
Colour	Washed navy, mauve, brown and mint with occasional bright accents.	Keep the field quiet; use acid yellow only as a small visual trigger.
Silhouette	Layered, oversized and soft forms mix comfort with unusual proportion.	Show the complete body and let garments create the main graphic shape.
Image-making	Domestic rooms, flash photography and surreal outdoor moments coexist.	Balance familiarity with one strange or dreamlike intervention.
Typography	Technical display lettering sits beside handwritten look numbers.	Pair controlled sans serif type with small human imperfections.
Tone	Intimate, observant and playful rather than polished or corporate.	Use minimal copy and let atmosphere carry the emotional message.

Audience segments

The campaign speaks to different levels of familiarity with independent fashion.

Segment	Motivation	Behaviour	Friction
Core collector	Distinctive pieces and brand belonging.	Follows drops, saves styling references and buys selectively.	Needs clear garment detail and availability.
Visual explorer	Fresh imagery and identity inspiration.	Discovers through Instagram, reposts and moodboards.	May admire the world without understanding the product.
Practical creative	Comfortable clothes that still feel personal.	Compares fabric, fit and styling versatility before buying.	Experimental styling can appear difficult to wear.

Minimal line drawing of the primary audience persona in layered clothing — PRIMARY PERSONA / ORIGINAL ILLUSTRATION

03 / PRIMARY PERSONA

Mina Kim, 23

Visual design student · Part-time stylist · Seoul

Mina uses clothing to communicate personality without sacrificing comfort. She follows independent Korean labels, saves complete looks rather than isolated products, and prefers pieces that can shift between university, studio work and weekends.

DISCOVERY: Instagram, styling accounts, friends and small concept stores
BUYING TRIGGER: A memorable silhouette supported by clear fabric and fit information
VALUES: Individuality, comfort, emotional storytelling and longevity

CORE NEED

“I want clothes that feel comfortable enough for everyday life, but still look like me.”

Expressive, not costume-like
Layered, but easy to understand
Visual campaign linked clearly to product

Research synthesis by Yumei Ouyang. Brand observations are based on COYSEIO's official visual communication and supplied collection imagery.

CAMPAIGN OUTCOME

Move softly.
Stay strange.

Original Soft Utility campaign key visual with layered garments and colourful button details — ORIGINAL KEY VISUAL / 01 · ART DIRECTION BY YUMEI OUYANG

Tactile winter campaign portrait with striped knit and plush texture — POSTER IMAGE / MODEL 01

Layered navy and mauve winter campaign portrait — MATERIAL STORY / MODEL 03

White utility winter look photographed at blue hour

CAMPAIGN OUTCOME / 3 MODELS · 9 POSTERS

Nine ways into
one winter world.

Three distinct models move through tactile comfort, cool utility and a quiet domestic surrealism. Every layout is an independent portfolio concept—not an official COYSEIO campaign.