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COMMON GROUND

This ongoing visual narrative for GOODBAI explores how visual storytelling can build a sense of belonging and emotional continuity over time. As Creative Director, I have developed a long-term framework that connects community, femininity, sport and wellness, translating these values into a cohesive visual language that feels both grounded and evolving. The work seeks authenticity by featuring real friends, local collectives and everyday individuals, emphasising the genuine connections that exist between people. Through this approach, Common Ground reveals the subtle power of collectivity and the quiet rhythm shared in daily life, expressing strength, grace and the warmth of being together. It embodies the essence of GOODBAI’s vision, finding unity in motion and tenderness in the everyday.

When We Gather

Role:
Creative Direction
Fashion Design
Styling
Casting

Rooted in GOODBAI’s sport-inspired DNA and its values of community, youth and female strength, When We Gather explores how women’s connection and collective energy can redefine the language of sport. Guided by a creative direction that views movement as emotion, the project turns basketball into a cultural language of unity, resilience and self-expression. Reimagining the basketball jersey into refined everyday pieces, the collection allows the rhythm of sport to flow naturally into daily life. Each garment becomes a quiet symbol of belonging, strength and individuality, continuing GOODBAI’s ongoing dialogue between identity and community. Through this lens, the work captures moments of calm and power, women resting, laughing, and existing side by side. These scenes of shared rhythm reflect the brand’s belief that creativity and companionship can coexist in strength and tenderness.

Beyond the Shore

Role:
Creative Direction
Fashion Design
Styling
Casting

This collection draws inspiration from a coastal way of life, telling a story of friendship, trust and youth. The lens follows a group of young people driving towards the sea, preparing surfboards under the sunlight, sharing laughter and walking side by side in the evening breeze. The designs capture this sense of freedom, blending sporty swimwear, casual separates and street elements to reflect the fluid, multifaceted lives of a new generation. Whether on the beach, in the garage or along the open road, their clothes move effortlessly between function and self-expression, carrying a spirit of ease and vitality. Set against the wind and light of the coast, the narrative becomes a portrait of youth in motion, simple, unguarded and quietly powerful, like the tide that never ceases to return.

Youth Serve

Role:
Creative Direction
Styling
Casting

This project follows the everyday life of a high school tennis club in Shanghai, capturing the innocence, vitality and friendship of youth. Continuing GOODBAI’s sport-inspired DNA and community-driven vision, it explores how sport naturally creates spaces of connection, belonging and shared experience. The collection draws inspiration from classic athletic uniforms, reinterpreted through a contemporary casual lens. Clean silhouettes, retro ringer collars and simple lines retain a sense of comfort while evoking a quiet nostalgia for youth. The visual narrative captures moments of focus, laughter and ease as the girls’ train, play and rest together. These fragments of daily life form a poetic expression of collective energy and the emotional bonds built through shared time. “Youth Serve” represents that first serve of youth, a moment filled with spirit and courage, when everything is beginning and full of possibility.

Track of Down

Role:
Creative Direction
Fashion Design
Styling
Casting

This collection takes inspiration from track and field, capturing the energy, determination and collective spirit of competition. Centred on the strength and grace of women in sport, it explores how resilience and beauty coexist both on and beyond the track. Athletic uniforms are reinterpreted into relaxed yet powerful silhouettes, blending retro sports aesthetics with contemporary streetwear sensibilities. Numbers, medals and traces of chalk become visual symbols of perseverance and ambition, transforming the gestures of competition into the language of fashion. The narrative focuses on moments of unity and encouragement, following girls at the starting line as they run together, share challenges and celebrate victory. These scenes reveal not only physical strength but also the quiet bonds of trust, discipline and mutual support that connect women in sport. Through this collection, the spirit of a new generation of women comes into view, expressed through their stories, energy and collective strength.

In Tranist

Role:
Creative Direction
Fashion Design
Casting

This series captures the quiet beauty of everyday life through the familiar rhythm of commuting. Between carriages and platforms, the lens follows young women moving along their daily routes, observing how they wait, drift and find stillness in motion. These ordinary pauses and gestures become the small breaths of life, simple yet sincere. The work reflects a sense of ease found within routine. In these fleeting moments there is calm, self-possession and a quiet strength. The city moves around them, yet they remain steady in their own rhythm. What unfolds is not a story of destination, but of presence. Each image holds a trace of warmth and composure, like light shifting across a window, steady, unhurried and quietly alive.

Press Room

Role:
Creative Direction
Fashion Design
Styling
Casting

Press Room explores the blurred boundary between performance and authenticity, turning a familiar media setting into a stage for quiet confidence and self-expression. Set within the world of GOODBAI, the project reimagines the press conference as a moment of intimacy rather than spectacle, a place where women speak not to perform but to connect. Through stillness, gaze, and dialogue, the series captures the understated power that emerges when vulnerability meets strength

Field Days

Role:
Creative Direction
Fashion Design
Styling
Casting

The afternoon stretches quietly across the field. The game has ended, but no one is in a hurry to leave. Shoes sink slightly into the grass, sunlight moves slowly between conversations, and the sound of laughter drifts in and out of the wind. Some lie back and look at the clouds, others linger by the sidelines, sharing half-finished thoughts. There is an ease in the air, a feeling that nothing needs to be achieved. Time feels suspended, as if the day itself has decided to rest. These moments are small, almost weightless, yet they carry the warmth of something lasting. Field Days reflects the calm in-between, where friendship, stillness and sunlight quietly coexist.

Afternoon Session

Role:
Creative Direction
Styling
Casting

The Debate Club follows a small group of students who spend their afternoons in the old lecture hall, surrounded by half-open windows and the sound of chalk against the board. Between notes and laughter, they argue, listen, and sometimes forget the topic entirely. What begins as a school activity slowly becomes a space for friendship and self-discovery. In the quiet rhythm of their voices, the story captures the spirit of growing up — curious, uncertain, and quietly brave.

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