Are the campaign settings often outside Seoul, such as in New York or London?
Looking at the campaign images and titles, city names other than Seoul catch the eye. For readers who know it as a Seoul brand, it raises curiosity about how these settings are structured.
Yes, New York, London, and Iceland have served as campaign stages, yet the standard by which the brand defines itself remains in Seoul.
The stage is outside Seoul, while the base camp is Seoul. LOW CLASSIC's recent campaigns put city names directly into their titles.
The title of the 2025 Winter campaign is Our Ordinary New York[1]. What it captures are scenes of New York's winter that are nothing out of the ordinary[2], and those scenes unfold into personal, cinematic stories like turning pages in someone's diary[3]. The London edition adopts a different way of counting. The title of the campaign post published in the journal is 50 Weekends in London[4], accompanied by the phrase "50 people and 50 ways to spend the weekend"[5]. In Iceland, rather than a staying city, movement itself became the stage. This campaign was shot as a documentary-style road trip traversing Iceland[6].
Even as the stage shifts in this way, the brand's base camp remains in Seoul[7]. CEO Lee Myung-shin defines LOW CLASSIC as a brand that showcases Seoul's fashion[8].
hmmm, even when the city changes, what the camera points at is not that city's famous landmarks, but the ordinary winters and weekends of the people living there. The reason shooting outside Seoul does not conflict with showcasing Seoul's clothes also appears to lie right at that point.
The criteria or reasons for selecting campaign shoot locations outside Seoul have not yet been confirmed.