Wednesday, 22 September 2010

24 Xiao: The Chinese Fashion Obsession

Xiao[孝] meaning filial in Chinese might seem completely irrelevant to the series of fashion shots created by the Taiwanese photographer Liang Su and produced by Jeffery Wang from the ad agency BlanQ.

The only connection is that there are 24 pieces in the series and each photo takes one expression in the ancient filial duty bible and applies them to the new found obssession with Western high fashion and luxurious brands. It's completely souless and another attempt to marry up East and West commercial cultures that's visually pleasing. Nevertheless, the images are highly polished, beautifully arranged and fit for the Chinese Vogue and Elle. Spotted brands include Dior and Jean Paul Gaultier.

The agency BlanQ has an extensive portfolio on Behance that's worth checking out.