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NICENESS Takes a Journey for SS22/FW22 Campaign

Tokyo-based label NICENESS has returned with its latest campaign that centers on the theme of journey.

The latest edition is the second in a series of campaigns that centers on this theme. Titled "Journey to Margate," the newly unveiled campaign blends the brand's Spring/Summer 2022 and Fall/Winter 2022 collections.

The expedition-based story begins on King's Road in Chelsea, London before moving to Victoria Station. After traveling by train, the story winds up at Margate, which is a seaside town on England's southeast coast. In addition to soft blue water and warm sand, the campaign also focuses on the historic beauty of adjacent vintage and antique stores.

Aptly set against the vintage yet serene atmosphere, the campaign centers visceral pieces like jackets, knitwear and more in all-over textiles and patterns. From camel-colored suede button-down shirts to multicolored intarsia knit sweaters and more, the pieces help convey a portrait of 1960s British youth who wanted freedom.

Check out the story in the gallery above with the full collection for view on the brand’s website.

In related news, Sans Gêne is the new unisex label committed to humanity. 

Click here to view full gallery at HYPEBEAST

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