work

about

contact

work

about

contact

Natahabits CNY

Natahabits CNY

Natahabits CNY

Client

Client

:

:

Natahabits

Natahabits

Scope

Scope

:

:

Art Direction, Photography

Art Direction, Photography

Year

Year

:

:

2023

2023

"Lazy Susans"

Chinese New Year is a moment for Chinese-Indonesian to gather in Indonesia. The girls and ladies, especially, will wear their best look combining aesthetic and traditions.. but what if the outfits are comfy pajamas, with cuts that mimics daily wear? Natahabits, a renowned sleepwear brand, aim to showcase their latest collection for Chines New Year. Our team came up with a concept of "Lazy Susans" - a play on the word "lazy susan" (a circular dining table commonly found on Chinese restaurants on Chinese New Year) and the "susans" - girls and ladies that are laid-back, and don't really give a care.

"Lazy Susans"

Chinese New Year is a moment for Chinese-Indonesian to gather in Indonesia. The girls and ladies, especially, will wear their best look combining aesthetic and traditions.. but what if the outfits are comfy pajamas, with cuts that mimics daily wear? Natahabits, a renowned sleepwear brand, aim to showcase their latest collection for Chines New Year. Our team came up with a concept of "Lazy Susans" - a play on the word "lazy susan" (a circular dining table commonly found on Chinese restaurants on Chinese New Year) and the "susans" - girls and ladies that are laid-back, and don't really give a care.

Comfy Kind of Cool

Our "Lazy Susans" concept carry a twist in which any girls can be laid back on Chinese New Year and don't have to put on an uptight character by wearing this Natahabits latest collection. You can hang with your cousins, gossip, eat snacks lazily.. while still looking proper and stylish as well.

Art Direction: Samuel Kosasih - Photographer: Vony Wong - MUA & Stylist: Natahabits Inhouse Team