OPEN YY Is Questioning the Contemporary Holiday
With a collection titled “FAKE HOLIDAY.”
As the holiday campaigns start rolling in and our feeds begin to fill with perfect beach content, we’re left questioning what a holiday means. It used to mean escape and a break from routine, but it often reads very differently now. The focus surrounds image, proof and a performance of the perfect life. But not for one brand.
Seoul-based OPEN YY introduces its latest collection titled “FAKE HOLIDAY.” The brand is exploring the space between oppositions, such as truth and farce, natural and artificial, without trying to resolve them. Instead, OPEN YY is holding the worlds together.
The lineup comprises organic tones inspired by nature but interrupted by bright neon accents. The palette is both sun-faded and purposefully synthetic, creating a balance between the familiar codes of summer and the sharpened tones of contemporary culture. This is a way to explore holiday dressing, whether you’re travelling or not, ready to cover you for both the city and the beach, because everyone needs a holiday.
Check out the campaign above and head to the brand’s website to shop the collection.
In other news, Naomi Scott is reintroducing herself through music.
