Video LỰU ĐẠN Launches SS25 “MAYHEM” Campaign Featuring YOOL
by Adriano Batista
LỰU ĐẠN has launched its new campaign, “MAYHEM,” which explores identity and self-expression. Directed by brand founder Hung La, the campaign features Korean dancer and internet sensation YOOL in a dramatic, almost villainous role.
Set in London streets and a vintage cinema, the campaign follows a solitary figure who finds power in dance. As the character evolves, he transforms from an outcast to a confident presence. This transformation is reflected in YOOL’s performance, blending his signature dance style with a darker, more intense look.
“MAYHEM” touches on themes of alienation and resilience, reflecting the experiences of many Asian individuals who struggle to fit traditional molds. Both Hung La and YOOL have faced challenges in navigating their identities and pursuing their passions. Through this project, they make a powerful statement about the importance of individuality and self-expression.
Check out the video campaign below:
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