Okay, every brand cares about our outfits when we’re awake: work, sport, party, events… but who cares about our pickets when we’re dreaming? No problem, baby, HAUS NOWHERE and SHUSHU/TONG have created the ultimate collaboration for your dream activity. Because yes, sleep is also a statement.
The collection plunges us headfirst into a soft, quilted and deliciously strange dimension. Six neck pillows with post-cyber Lolita-worthy bows and eleven pajama pieces that could pass for runway looks if it weren’t for the fact that they are designed to dream hard.
The capsule plays with domestic codes and bursts them with softness: bodysuits, dresses, coordinated sets in cotton-silk with prints ranging from floral to navy, passing through a vichy in blue. All perfectly constructed to turn your bed into a catwalk (and vice versa). No empty cuteness: this is fashion in REM key.
And if that wasn’t enough, the campaign stars aespa’s Ningning. Want more? The pop-up tour kicks off in Seoul on July 16, followed by Shanghai and Shenzhen. The installations are set up as if some teddy bears had gone overboard with the trip and set up a soft rave in the middle of the dream. All perfectly connected to the collection and its spatial vision.
So the next time you think that anything is good for sleeping… think twice. Or better: sleep as if someone is watching you. Because now, thanks to HAUS NOWHERE x SHUSHU/TONG, dreaming is cool too.
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