Styre Group
Styre Group
Marie Claire Vietnam x LOTTE Department Store - Women in Art

Case Study · Editorial

Marie Claire Vietnam x LOTTE Department Store - Women in Art

Marie Claire Vietnam partnered with LOTTE Department Store to present Women in Art as part of the Hanoi Creative Design Festival 2026, celebrating the role of art and aesthetics in contemporary life.

As part of the Hanoi Creative Design Festival 2026, Women in Art is a collaborative campaign by Marie Claire Vietnam, LOTTE Department Store, and the Hanoi Creative Design Festival, celebrating women as active creators and cultural voices shaping contemporary Vietnamese culture.

The campaign features an editorial photoshoot spotlighting 8 outstanding women representing diverse perspectives within Vietnam’s contemporary creative landscape, alongside an editorial article introducing the campaign and each featured figure. Marie Claire Vietnam also serves as the media partner for the exhibition, bringing the portraits and personal stories of the 8 women to the public.

The brief

Develop a unified creative moodboard portraying 8 outstanding women shaping Vietnam’s contemporary art scene, inspired by Phạm Trà My’s lacquer artworks “Mơ Hoa” and “Vườn Mộng.” The campaign should bring the project’s core concept to life through distinctive portraits and storytelling for each woman, while maintaining a cohesive visual language across the series.

What we did

  • Photoshoot: Developed a cohesive visual moodboard inspired by Phạm Trà My’s lacquer artworks, incorporating elements from her paintings into the set design, styling, and makeup. The visual language captured the spirit of her art while preserving the distinctive identity of each woman.
  • Communication: Built an integrated communication plan spanning the entire campaign journey, from the editorial reveal of the portraits and stories to the promotion of the exhibition and collaboration, ensuring consistent storytelling across platforms.

Outcome

  • Editorial Photoshoot for each pair of women
    • DỆT VÀ KHƠI (THE ARCHITECTS)

- GIỮ VÀ MƠ (THE GUARDIANS)

- KẾT VÀ VẼ (THE ARTISANS)

- DIỄN VÀ SẮC (THE INSPIRERS)