Purge is a lifestyle brand of daily ready-to-wear fashion items based in Bandung, Indonesia. 

Delivering personal narratives and trading at a relatively low price, they aim for the customer to involve the brand in day-to-day life.

This project was the photo shoot for the first season launched by The Purge Studios. The goal was to create a persona of affordable high quality for office workers and university students based around West Java and Jakarta, Indonesia. Therefore, we aimed to build an editorial fashion look with the daily-wear pieces.

Throughout the project, I was responsible for creating the concept, dealing with the models preparing the outfit and props, appointing and communicating with the photographer and makeup artist, also liaising everyone involved during the project execution.

Regardless the fact that most people involved were not professionals, including the models were our fellow students at campus who had no photo shoot experience, and the photographer had not experienced any editorial fashion, we managed to achieve the goal and achieve the suitable brand persona.