Branding / Photo & video / Pop-up event
Art Direction Jooey Son
Art Direction Jooey Son
2022-2023
Welcome to Charm School.
I created a fictional school, called Charm School where we learn to seduce and be charming.
The head of Charm School, Mademoiselle AGARI gives love lectures.
I collaborated with the vintage shop "Predilection", and we hosted a "Charm School" pop-up event on Valentine's Day
with the collection resulting from our collaboration.
The head of Charm School, Mademoiselle AGARI gives love lectures.
I collaborated with the vintage shop "Predilection", and we hosted a "Charm School" pop-up event on Valentine's Day
with the collection resulting from our collaboration.
You can check the previous 2021 Charm School project here.
History of Charm School
I wanted to create “Charm School Universe.”
Under one concept, I wanted to practice different fields in art direction.
First, I wanted to make Charm School like a brand. Using my graphic background, I did it by myself.
Second, I can say this (fake) Love Expert is my alter ego. I played her, giving love lectures, both online and offline.
I dealt with videos and a live performance.
Third, I wanted to make this a long-term collaboration project, creating a collection with Charm School aesthetics.
Fourth, I wanted a big photograph to contain all my worries, thoughts, social phenomena, and message of love.
Fifth, making it happen in real life was important. I wanted to expand my work area from flat to space.
I created Charm School pop-up event. I could experience set design, vernissage, concert, and merchandising.
Under one concept, I wanted to practice different fields in art direction.
First, I wanted to make Charm School like a brand. Using my graphic background, I did it by myself.
Second, I can say this (fake) Love Expert is my alter ego. I played her, giving love lectures, both online and offline.
I dealt with videos and a live performance.
Third, I wanted to make this a long-term collaboration project, creating a collection with Charm School aesthetics.
Fourth, I wanted a big photograph to contain all my worries, thoughts, social phenomena, and message of love.
Fifth, making it happen in real life was important. I wanted to expand my work area from flat to space.
I created Charm School pop-up event. I could experience set design, vernissage, concert, and merchandising.
Charm School project consists of
Charming(Charm School 2023) sung by Ccola
Click it and check details.
Crédits
Art Direction: Jooey Son
Mentor : Martine Sitbon, Stephane Wargnier, Alice Litscher
Art Direction: Jooey Son
Mentor : Martine Sitbon, Stephane Wargnier, Alice Litscher
Collaboration Collection
Creative Direction: Vanessa Costa, Jooey Son
Graphic: Design Jooey Son
Vintage selection: Vanessa Costa from Predilection
Special thanks to Bamba, Anouk Dubout for garments making
Creative Direction: Vanessa Costa, Jooey Son
Graphic: Design Jooey Son
Vintage selection: Vanessa Costa from Predilection
Special thanks to Bamba, Anouk Dubout for garments making
Photograph
Photographer: Joshua Abecassis, Semi Yang
Hair Make-up: Nina Barrere, Lisa Razniewski
Talent: Stephane Wargnier, Akila Loucif, Miako Girre, Tony Kayumba, Mia Engel, Léonard Michon,
Vanessa Costa,Jasmine Wong, Circé Cherry Lac, Adrien Gacel, May Manon Cheruzel, Jooey Son
Styling: Vanessa Costa, Jooey Son
Graphic Design: Jooey Son
Lighting Assistant: Benjamin Torres, Yann Denis
Photographer: Joshua Abecassis, Semi Yang
Hair Make-up: Nina Barrere, Lisa Razniewski
Talent: Stephane Wargnier, Akila Loucif, Miako Girre, Tony Kayumba, Mia Engel, Léonard Michon,
Vanessa Costa,Jasmine Wong, Circé Cherry Lac, Adrien Gacel, May Manon Cheruzel, Jooey Son
Styling: Vanessa Costa, Jooey Son
Graphic Design: Jooey Son
Lighting Assistant: Benjamin Torres, Yann Denis
Videos
Videographer: Hyosun Choi
Edit: Jooey Son
Music: Hyeri Moon
Special thanks to Guillaume Jolly
Videographer: Hyosun Choi
Edit: Jooey Son
Music: Hyeri Moon
Special thanks to Guillaume Jolly
Pop-up event
Location: Predilection 112 rue de Turenne
Set Design: Vanessa Costa, Jooey Son
Performance: Mademoiselle Agari
Singer of the concert: Ccola Eunjung Jang
Special thanks to Hyosun Choi, Semi Yang, Lisa Rebecca, Barbara Pierron, Philippine Poiraud
Location: Predilection 112 rue de Turenne
Set Design: Vanessa Costa, Jooey Son
Performance: Mademoiselle Agari
Singer of the concert: Ccola Eunjung Jang
Special thanks to Hyosun Choi, Semi Yang, Lisa Rebecca, Barbara Pierron, Philippine Poiraud
Exhibition at 3537
Location: 35 Rue des Francs Bourgeois 75004 Paris
Institut Français de la Mode MA Fashion Image graduation exhibition
Location: 35 Rue des Francs Bourgeois 75004 Paris
Institut Français de la Mode MA Fashion Image graduation exhibition
2022-2023
