The campaign began in Milan's Zona Tortona at 5:47am, when the first light entered the loading dock of a converted warehouse. The EH SURDAM looks were shot against raw concrete — no set design, no props, just architecture and fabric.
Two days later, the team landed in Tokyo. E. SURDAM was photographed in the quiet residential streets of Daikanyama, where the soft textures and natural palette of the knitwear found their context among timber facades and planted balconies.
The adsurdam shoot took place underground — in the service corridors beneath Shibuya Station. Fluorescent lighting, tiled walls, directional signage. The garments looked like they had always been there, which was precisely the point.
Five days, two cities, three distinct visual languages — unified by a single editorial vision: clothing exists in context, and context reveals character.