For the launch of Minga London’s ‘Cute Core’ collection, heavily curated styling and real-world pastel environments sat at the forefront. Layered silhouettes, star-adorned hair extensions and internet-informed styling cues tapped into the brand’s strong cultural relevance, translating the collection into a digitally driven campaign world.

Leading creative direction, styling, casting and production, the project extended across website, social and launch imagery.