In a world consumed by mass indie culture — yes, you read that right, indie at mass scale — the only way for a new trend to assert itself is for it to toy with the existing foundations. Soft Pop looks at existing pop culture through rose coloured lenses, literally. It’s about being inclusive, playing with kitsch, mass iconography and humour to create a cozy and fuzzy world.
Inspired by the seductive, sun bleached world of artists like Petra Collins and films like Spike Jonze’s Her, Soft Pop is optimistic and subtlety subversive. This Miami campaign was all about get physical on the seaside, before cooling off in the surf.
Turf, then Surf. 

This SS15 campaign was shot in Miami — hearts full of Art Deco, bellies full of Cuban sandwiches.

In a world consumed by mass indie culture — yes, you read that right, indie at mass scale — the only way for a new trend to assert itself is for it to toy with the existing foundations. Soft Pop looks at existing pop culture through rose coloured lenses, literally. It’s about being inclusive, playing with kitsch, mass iconography and humour to create a cozy and fuzzy world.
Inspired by the seductive, sun bleached world of artists like Petra Collins and films like Spike Jonze’s Her, Soft Pop is optimistic and subtlety subversive. This Miami campaign was all about get physical on the seaside, before cooling off in the surf. Turf, then Surf. 

This SS15 campaign was shot in Miami — hearts full of Art Deco, bellies full of Cuban sandwiches.

In a world consumed by mass indie culture — yes, you read that right, indie at mass scale — the only way for a new trend to assert itself is for it to toy with the existing foundations. Soft Pop looks at existing pop culture through rose coloured lenses, literally. It’s about being inclusive, playing with kitsch, mass iconography and humour to create a cozy and fuzzy world.
Inspired by the seductive, sun bleached world of artists like Petra Collins and films like Spike Jonze’s Her, Soft Pop is optimistic and subtlety subversive. This Miami campaign was all about get physical on the seaside, before cooling off in the surf. Turf, then Surf. 

This SS15 campaign was shot in Miami — hearts full of Art Deco, bellies full of Cuban sandwiches.

In a world consumed by mass indie culture — yes, you read that right, indie at mass scale — the only way for a new trend to assert itself is for it to toy with the existing foundations. Soft Pop looks at existing pop culture through rose coloured lenses, literally. It’s about being inclusive, playing with kitsch, mass iconography and humour to create a cozy and fuzzy world.
Inspired by the seductive, sun bleached world of artists like Petra Collins and films like Spike Jonze’s Her, Soft Pop is optimistic and subtlety subversive. This Miami campaign was all about get physical on the seaside, before cooling off in the surf.
Turf, then Surf. 

This SS15 campaign was shot in Miami — hearts full of Art Deco, bellies full of Cuban sandwiches.

In a world consumed by mass indie culture — yes, you read that right, indie at mass scale — the only way for a new trend to assert itself is for it to toy with the existing foundations. Soft Pop looks at existing pop culture through rose coloured lenses, literally. It’s about being inclusive, playing with kitsch, mass iconography and humour to create a cozy and fuzzy world.
Inspired by the seductive, sun bleached world of artists like Petra Collins and films like Spike Jonze’s Her, Soft Pop is optimistic and subtlety subversive. This Miami campaign was all about get physical on the seaside, before cooling off in the surf. Turf, then Surf. 

This SS15 campaign was shot in Miami — hearts full of Art Deco, bellies full of Cuban sandwiches.