The COOKIES — STANDARD collection is once again a quest of self-exploration "Everyone has a standard of happiness. What's yours?" Happiness is an abstract concept, and everyone has a different definition in their minds.
The new collection's campaign video adopts the concepts of "Chinese Chess" and "Chess Game" to highlight this core theme. In the campaign video, the grand picture of the chessboard moving between light and shadow is presented through visual effects with a sense of space and sculpture. The Invisible Man is represented in the campaign video by action and tension between points, lines and surfaces, showing invisible power with tension.
In the campaign video, the progressive chessboards represent different life stages, different heights, and different experiences. As Henry Cheung, co-founder and CEO of TEAM WANG design, said: "Life is like a chess game. How to play chess is in our own control. We should have our own standards for every step we take. Compared with the success or failure of the result, how enjoying the process and creating your own history, is even more critical."
COOKIES-STANDARD collection is another upgrade based on the TEAM WANG "standard", continuing the brand's iconic black and the minimalist aesthetics. The new collection is made with loose and comfortable OVERSIZE silhouettes; the product composition includes a new double-side bucket hat, a long down jacket with practicality and comfort, and a corduroy track suit. At the same time, in this collection, TEAM WANG MONOGRAM also has a more eye-catching design, imitated acetate polyester shirt with delicate and smooth materials and a low-key brand MONOGRAM design combines softness and fluidity.
Following the popularity of the COOKIES — THE VELVET’s logo metal plate, the new COOKIES collection introduces a brand new "TEAM WANG" logo with dark shades of grey. The iconic EYELET design of the brand has evolved into a "gun black" copper, which presents the dark glossy metal colliding with the black minimalist. The design maximizes the aesthetics and modernity flowing in the TEAM WANG DNA.