A story about evolving self-identity. As Asians in Europe, the team who created this Schön! editorial is strongly influenced by Western culture. The integration of Western values in their lives and the simultaneous preservation of their own roots are reflected in their work all the time.The story between these two worlds is told in manga style. At the beginning, the essence of the character is masculine with a predominantly Asian component, which takes on more feminine traits with a Western influence over time. The hero breaks out of his own darkness and goes on an adventure within himself. The red mood is a symbol for the warrior energy, and the feminine essence and western part become more and more present. As our hero becomes completely feminine, they fuse with their initial, masculine, Asian part. Thus, in the end, an androgynous character is created that unites both worlds — Yin and Yang.
This Schön! editorial has been photographed by Thanh Vu Nguyen and Viet Duc Nguyen with fashion by Dennis Schneider who styles Artyom in looks by Diesel, Versace, Ferragamo and others. Hair by stylist Tina Pachta with make up by artist Marvin Glißmann.
This online Schön editorial has been produced by
art direction + photography. Thanh Vu Nguyen + Viet Duc Nguyen
fashion. Dennis Schneider
talent. Artyom @ Majin Scouting
hair. Tina Pachta using ghd + L’oreal Professionel
make up. Marvin Glißmann using PAT McGRATH LABS + Byredo provided by haebmau ag
set design. Edin Nezovic
lighting. Tony Do
visual design. Luisa Pham
photography assistant. Mohammed Bourrous
fashion assistants. Alice van Danish, Janine Scholz + Aleyna Ünlü