TARO WAVE
NIGHTSHIFT is a Los Angeles-based luxury streetwear brand distinguished by its high-end aesthetic and unique fusion of Asian food culture and retro Asian aesthetics. As the Creative Director, I am responsible for shaping and safeguarding the brand's visual identity. This encompasses conceptualizing and overseeing all aspects of branding, from visual storytelling to the aesthetic direction of studio, lifestyle, and product photoshoots. I also spearhead social media marketing strategies and develop compelling collateral that amplifies NIGHTSHIFT's distinct voice and vision. NIGHTSHIFT's commitment to original designs, unique silhouettes, and culturally resonant graphics is at the heart of every creative decision I make.
NIGHTSHIFT partnered with Kozan Tea House to create a capsule collection celebrating their signature drink, the Taro Wave – a unique taro milkshake with a touch of ube. I envisioned the collection as a series of wide, boxy-fitting garments, drawing visual inspiration from Japanese City Pop, a core influence on NIGHTSHIFT’s overall aesthetic. This collaboration exemplifies NIGHTSHIFT's commitment to merging cultural inspirations with contemporary streetwear.
