For LANG’s Spring/Summer 2025 Campaign, we reinterpreted the tragic romance of the “Butterfly Lovers,” a Chinese legend that centers on the doomed love story between Liang Shanbo (梁山伯) and Zhu Yingtai (祝英臺). For our rendition of this tale, we have added a queer lens to the narrative, retelling the story of the star-crossed lovers as two women instead.
The “Butterfly Lovers” follows the story of the daughter of a wealthy merchant, who must disguise herself as a man in order to be permitted to follow her academic pursuits. While at the academy, she falls in love with a scholar. From their very first encounter, their connection is immediate and visceral, although not entirely requited. When she finally reveals herself as a woman, the two become entangled in a passionate love affair. As fate would have it, however, their love is short-lived and they find their lives being pulled apart once again.
Over the years, the scholar becomes increasingly heartsick until he finally meets his demise from critical illness and dies. After discovering that her lover has passed, the merchant’s daughter throws herself into her lover’s grave and together, they emerge as a pair of butterflies and fly away together.
Shot in Los Angeles by photographer Jeremy Lee, we reenvisioned this story with two female leads instead. As a play on gender identities, we reinterpret our latest brand launches with androgynous styling and experimental silhouettes capturing the story of the lovers as they first meet, as friends eventually become lovers, when their lives are ripped apart, and finally when their love becomes eternal.
As an exploration of the nuances of love and the innate human desire to connect, we wanted to capture the diffusive experience of falling in love. From the very first gaze to the intimate touch that only comes with the joining of souls, these images are meant to capture the fleeting moments that compel two individuals together. From attraction, to love, to heartbreak, our narrative follows a singular journey that meanders through a tempest of emotions. In the wake of reflecting on our own experiences of love, we wanted to give expression to the dualities of love – what it feels like to give and receive Devotion. Adoration. Yearning. Attachment.
We asked ourselves what it means to capture love. What does love look like? What does it feel like? Is love possible when it is between planes of existence? Is love still real when it is unrequited?
For us, this campaign was not simply a collection of images but rather an opportunity for deep self-reflection. Amidst uncertainty and turmoil, we gave flight to an idea that serves as both an escape and a reality. A deep belief that true love is possible – whether it comes to us in the form that we expect, or not.
Browse our "Butterfly Lovers" Spring/Summer 2025 campaign in the images here, with a closer look at both new and upcoming launches from: Woodrose Deli, Geel, Find Me Now, Yat Pit, Victoria, CODA, and Aeri Go.
You can discover the new collections from the campaign now at LANG.
Creative Credits
Photographer: Jeremy Lee
Lighting: John Garduno
Makeup: Steph V.
Hair: Rachel Lita
Model: Camille Rong
Model: Eri Nguyen
Casting: Essie Hwahyoo Joh
Creative Director: Kayla Wong
Producer/Art Director: Zarah Cheng
Stylist: Hannah Roquero
Styling Assistant: Karen Chen
Social Media: Jenny Kim