J.JS Lee redefines natural strength in her Fall campaign film

All images: J JS Lee

London based, Korean born designer, Jackie JS LEE has introduced her Fall 2016 collection via a mini movie. The Central Saint Martin graduate who's renowned for her eponymous label that rebirths an innovative take on androgynous tailoring, has adopted a natural approach to her latest campaign. Presenting the new J.JS LEE woman through the Greenwich shot imagery, the designer explains "From a sharp, bold masculine aesthetic the J. JS LEE woman has matured to show a softer, more feminine side, still complicated and ever independent, she exudes a confidence built on her successes and is quietly assured, knowing her worth through her own achievements, her experience gives her a strong sense of self."

Set in a secluded warehouse in North London, the images shot by Rala Choi and video captured by Hobin, both showcase JS Lee's latest collection of bold hues and playful proportions, which were shown at London Fashion Week last season. To keep up to date with Jackie's work, follow her the digital way via Instagram.

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