This project defined the brand’s visual direction and articulated the strategic rationale behind it. I developed the seasonal theme and key message under the brand name, rooted in the brand philosophy I established: “seeking subjectivity.” The concept reflects pioneers who lead active, life-oriented paths and set their own standards—embodying the spirit of self-determination at the core of the brand.

This project was created for those who are brave enough not to hesitate when stepping into a new world. Inspired by David Bowie’s Space Oddity and the story of Major Tom, we positioned the brand narrative as an exploration into the unknown—an invitation to discover new horizons and experiences.

Just as humanity once took its first step on the moon, the brand spirit encourages consumers to embrace the courage of pioneers and the excitement of discovery. Reflecting this philosophy, the theme of the first season was defined as Space Oddity, embodying both the curiosity to venture beyond boundaries and the confidence to define new possibilities.

Young man, don't be afraid
to take a step toward a new world.