For our latest "姊妹情 (Sisterhood)" Fall/Winter 2024 campaign, we ventured up to Big Bear Lake in California to capture our distinct interpretation of LANG’s latest release of Asian-founded brands. Shot by photographer Jeremy Lee, our founder Kayla Wong modeled the shoot alongside her sister Irisa Wong – at its core, the concept of the shoot is about sisterhood and also chosen family.
As Lunar New Year approaches, one of the biggest celebrations of the year in many Asian cultures, we wanted to pay homage to family tradition and the importance of togetherness. Sisterhood (whether biological or chosen) is one of the strongest bonds that one can experience. A sister is someone that you grow up with, fight with, share wins and losses with, have fun with, cry with, and feel safe with. As anyone with a sister knows, there are inevitably ups and downs with every relationship but at the end of the day, the bond that you share with a sister is irreplaceable and is something to be cherished for the rest of your life. It was important for us to represent these emotions of sisterhood through both paired and individual styling.
From contemporary brocade designs, to matching red looks (red is considered a lucky color in Chinese culture), we also wanted to create a sense of duality with the modernity of the pieces set against a natural landscape backdrop. Drawing from Kayla’s own inner conflict of the past as an Asian American balancing two cultures, we create a sense of tension between a curation of looks that are seemingly “out of context.”
Whether the tableau was with Yat Pit’s ethereal Devore Tea Character Dress, placed against a barren field of snow, or CODA’s Distressed Aging Sweatshirt in Red worn on its own on a frigid hill in the forest, these supposedly discordant pairings between clothing and environment capture the conflicting emotions often experienced by Asian American children – on the one hand, there is a desire to conform and assimilate in order to fit in and on the other, a feeling of guilt from abandoning one’s culture and traditions. The turmoil is not one that is easy to reconcile, but we recognize a similar journey amongst new friends and strangers alike and we want to honor it.
Browse our "姊妹情 (Sisterhood)" Fall/Winter 2024 campaign in the images above, with a closer look at both new and upcoming launches from: Yat Pit, DAWANG, CODA, and 101010.
You can shop all the pieces from the campaign now at LANG.
Creative Credits
Photographer: Jeremy Lee
Photography Assistant: Sabrina Wong
Makeup & Hair: Sapphire Shen
Creative Director: Kayla Wong
Art Director: Zarah Cheng
Model: Kayla Wong
Model: Irisa Wong