YOU DO NOT BELONG HERE: LỰU ĐẠN FW25 Campaign
by Adriano Batista
LỰU ĐẠN’s Fall/Winter 2025 campaign, created with Cold Archive, stages a confrontation. Titled “YOU DO NOT BELONG HERE,” the visuals strip away ambiguity, trading fantasy for sharp, cinematic storytelling. This marks the first time Cold Archive has partnered with an independent brand, and the result is raw and charged with tension.
The concept plays with “dual realities,” using neighbors in apartment buildings to mirror distance and proximity, irony and truth. Characters from the LỰU ĐẠN universe (outlaws, rebels, lovers styled like Bonnie and Clyde) stand in stark contrast to their supposed opposites: cops, lawyers, landlords. The images force these worlds to collide, asking what happens when adversaries share the same frame.
Check it out below:
Meeting with Yoon Ambush in Paris during Men’s Fashion Week
Nostalgia
Maciej Poplonyk photographed by Arthur Iskandarov and styled by Egor Telenchenko, in exclusive for Fucking Young! Online.
Titled “YOU DO NOT BELONG HERE,” the visuals strip away ambiguity, trading fantasy for sharp, cinematic storytelling.
We met Yoon Ambush – Co-founder and Creative Director of AMBUSH – in Paris during Men’s Fashion Week.
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