WE CREATED THE SEEDING KIT FOR CHÉRIEXX’S 25SS SEASON, “MY FEVER DREAMS.” HEAZ EXPANDED THIS SEASON’S THEME INTO THE INTIMATE SETTING OF A GIRL’S (WITCH’S) BEDROOM, TRANSLATING THE SURREAL BOUNDARY BETWEEN DREAM AND AWAKENING INTO A THREE-DIMENSIONAL OBJECT. THE UPPER SECTION IS CONSTRUCTED AS A BED FORM IN SILK AND VELVET, ADORNED WITH FIVE PILLOWS AND HIDDEN MINIATURES THAT REFLECT THE BRAND’S SIGNATURE LOVELY–SPOOKY MOOD. GEM-LIKE SPARKLE ON THE HANDLE AND SILVER STAMPING ACCENTS SUBTLY HIGHLIGHT THIS SEASON’S KEY SYMBOL, LIGHT (STARS). THE DIARY PLACED ATOP THE BED IS ENGINEERED SO THAT ITS LIGHT REVEALS ITSELF ONLY WHEN OPENED, ALLOWING USERS TO INTUITIVELY EXPERIENCE THE SEASON’S CORE MESSAGE—AWAKENING. THE LOWER DRAWER NEATLY HOUSES EIGHT LIP PRODUCTS AND FOUR HIGHLIGHTERS, ENSURING THE FULL LINEUP INTEGRATES NATURALLY INTO THE FANTASY-LIKE WORLDBUILDING OF THE KIT.
CHÉRIEXX
25SS SEEDING KIT
WE CREATED THE SEEDING KIT FOR CHÉRIEXX’S 25SS SEASON, “MY FEVER DREAMS.” HEAZ EXPANDED THIS SEASON’S THEME INTO THE INTIMATE SETTING OF A GIRL’S (WITCH’S) BEDROOM, TRANSLATING THE SURREAL BOUNDARY BETWEEN DREAM AND AWAKENING INTO A THREE-DIMENSIONAL OBJECT. THE UPPER SECTION IS CONSTRUCTED AS A BED FORM IN SILK AND VELVET, ADORNED WITH FIVE PILLOWS AND HIDDEN MINIATURES THAT REFLECT THE BRAND’S SIGNATURE LOVELY–SPOOKY MOOD. GEM-LIKE SPARKLE ON THE HANDLE AND SILVER STAMPING ACCENTS SUBTLY HIGHLIGHT THIS SEASON’S KEY SYMBOL, LIGHT (STARS). THE DIARY PLACED ATOP THE BED IS ENGINEERED SO THAT ITS LIGHT REVEALS ITSELF ONLY WHEN OPENED, ALLOWING USERS TO INTUITIVELY EXPERIENCE THE SEASON’S CORE MESSAGE—AWAKENING. THE LOWER DRAWER NEATLY HOUSES EIGHT LIP PRODUCTS AND FOUR HIGHLIGHTERS, ENSURING THE FULL LINEUP INTEGRATES NATURALLY INTO THE FANTASY-LIKE WORLDBUILDING OF THE KIT.
CLIENT. CHÉRIEXX
YEAR. 2025
CREATIVE DIRECTOR. YUMI JUNG
DESIGNER. YEAJI JEONG, MINJI KWON
PHOTOGRAPHER. JUNGHUN YEOM