Wes Anderson meets Tommy Hilfiger’s preppy family portraits/fashion campaigns, but make the whole thing Asian. That’s pretty much our first impression of Malaysian label Moto Guo’s campaign for their Fall/Winter 2018 collection, titled “The Rite of Spring.” The name is derived from the title of Russian composer Igor Stravinsky’s most famous work, whose progressive nature stirred up a multitude of emotions in the audience in the 19th century.
Quite similarly, the collection’s campaign has been gaining a lot of attention for its striking aesthetic. Photographed by Zhong Lin, it features a group of people in a quirky setting, dressed in the brand’s latest eccentric offering.
Vintage and whimsical, the campaign is a perfect companion to the collection and exactly what you would expect from the brand.
Malaysian designer Moto Guo founded the eponymous label with his business partner, Jay, and his assistant-turned-second-creative-director, Kinder Eng, in 2015. The brand has been experiencing amazing success, especially considering how young it is. The collections have been shown at Tokyo Fashion Week, Milan Fashion Week and Shanghai Fashion Week. Guo himself was named an LVMH Prize semifinalist in 2016, making him the first Malaysian designer to be shortlisted for the prestigious accolade.
Describing himself as a cynic storyteller with self-deprecating humor, the designer puts a lot of himself in his work, and it definitely shows. There’s a certain sense of sincerity in his designs, which people seem to appreciate and love.
Here’s to more quirks and weirdness from Moto Guo in the future!