Stay True to You

HK Magazine - - HOT PICKS -

Pure Ap­parel’s brand iden­tity has been cre­atively brought to life in the Fall-Win­ter 2016 collection photo-shoot through the use of man­nequins as the rigid and life­less back­drop, con­trast­ing with the nat­u­ral ex­pres­sion of the mod­els. The cam­paign aims to en­cour­age peo­ple to “stay true to you”, not to con­form and al­ways to be their nat­u­ral selves – re­flect­ing the brand’s tagline “Be Me. Be Pure.”

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