About
Yeseo developed an interest in creative direction and visual storytelling through the Diploma in Creative Direction for Fashion programme. She has explored areas such as styling, marketing and photography, building an understanding of how ideas translate into visual outcomes.
Through working on different projects, Yeseo has learned to approach ideas from both conceptual and practical perspectives, focusing on creating clear and cohesive visuals. She is especially interested in capturing raw and honest moments, with a focus on process and the natural development of identity rather than staged perfection.
She enjoys experimenting, collaborating and adapting her approach throughout the creative process and is interested in shaping ideas into visual stories that feel simple, real and engaging. Moving forward, she hopes to continue developing as a creative director and photographer, working on a variety of projects and growing within the fashion and visual industry.
KEYSTONE and VANS: BUILT, NOT STYLED
KEYSTONE
Keystone is a brand built on the idea that one key piece can define the direction of a look. Inspired by the architectural keystone, the element that holds a structure together, each design acts as a central point that brings balance, clarity and intention to styling.
At its core, Keystone values focus, structure and individuality. Rather than creating excess, each piece is refined to function as a defining element, shaping the overall mood and identity of an outfit. Headwear, especially caps, becomes the primary medium through which this idea is expressed, transforming a simple accessory into a statement.
Through distinctive silhouettes, refined proportions and thoughtful material combinations, Keystone explores the balance between function and expression. The designs draw on influences ranging from structured workwear to more fluid, expressive elements, creating pieces that move naturally between different moods and contexts.
The 'Back to Loud' collection reflects this approach by reinterpreting bold 2010s aesthetics through a contemporary lens. By combining pop driven colours, mixed materials, graphic details and playful elements like patches and pin badges, each piece carries its own strong visual identity while remaining intentional in design.
Ultimately, Keystone communicates a clear philosophy: style does not require excess. Instead, one well-defined piece is enough to complete a look, express individuality and create a strong visual identity.
[Custom-designed pin badges]
[Brand tag colours matched with the caps]
[Keystone custom-made stickers]
[Packaging]
VANS: BUILT, NOT STYLED
Built, Not Styled is a campaign for Vans that reinterprets the brand's 'Worn Loud' campaign launched as part of the its 60th anniversary. It focuses on the classic Vans Authentic silhouette as a key model rooted in culture and everyday expression since 1966.
Rather than treating 'Worn Loud' as loud styling, the campaign expresses it as identity built through time, process and repetition—something lived, not performed.
The campaign follows two personalities: Gibran, a drawing and painting artist and Anjou, a DJ and musician. Instead of staged visuals, it captures real moments of making, experimenting and evolving, focusing on what drives them rather than just what they create.
A key idea is that Vans Authentic naturally exists within their process, not as a styled product, but as something worn through movement, work and creativity.
At the centre of the narrative is the question, “What keeps you building?”, which reveals their motivation and emotional connection to creation. This frames identity as something always in progress, shaped by habits, passions and continuous growth.
Zhao Ruowen
Htet Myat Thiri Shwe (Mya)
Gabrielle Anderson
Lim Mei Xian Grace
Seline Wionna
Darsya
