Feiyue’s Summer 2012 campaign ‘Playgrounds’ sees the brand make its maiden flight all the way to California. After exploring Asia and Europe in its previous campaigns, Feiyue is venturing into a new realm where it shows the evolution of its collection in a California-dreaming style.
‘Playgrounds’ tells the story of a group of friends enjoying a road trip around California. The gang begins its journey on Venice Beach in Los Angeles and travels to the desert in their Pontiac GTO. They eventually head back to the City of Angels where they chill in a residential area. These three different locations set the scenes for the photo shoot of the campaign that demonstrates the brand’s diversity.
With knowledge of LA’s best hidden spots, accomplished photographer Estelle Rancurel (who has been collaborating with Feiyue for the past four seasons) directed the shoot. She has managed to capture the street culture from Venice Beach, the wild essence from the desert and the poetry surrounding the residential area of the City of Angels.
The SS12 ‘Playgrounds’ collection features over 100 styles that includes 80 unisex models and 17 models designed for children. Ladies can rejoice as Feiyue introduces its first feminine model – the Saddie – this season. A chic and delicate bi-material shoe, it is inspired by the 50’s preppy style and is available in three colors. Less branded lines such as the A.S Nylon or the Lamar have been specifically created for an audience with a more refined style as they offer more qualitative materials.
Check out a behind-the-scenes video of the campaign below and the complete ‘Playgrounds’ campaign!