THE-NEWS
Collection One — W/S 2026
First conceived as visuals for ad spend to promote HYO-JA, THE-NEWS morphed into a set of pictures within a robust narrative, in collaboration with a team of creatives based in Los Angeles, California.
THE-NEWS follows themes of transition, as inspired by recent events in the life of Xander (creative director and founder), including (i) graduating from the University of California, Los Angeles (UCLA); (ii) starting a job in finance; and (iii) newfound experiences in the entertainment industry while starting a social brand.
The story flips between his mother's perspective, his recent ex-girlfriend's perspective, as well as Xander's own perspective. The collection features the HYO-JA RIBBED-TANK, DRESS-SHIRT and PASH, which can be seen throughout the corresponding visuals.