The "Do Or Die" spirit is certainly present in LỰU ĐẠN's collection — with oversized cheetah print suits, studs, leather, and fringe. While it's certainly not new for brands to dedicate entire collections to aesthetics of eras past, very few of them do so with the same guiding ethos. So many self-proclaimed 'punk' brands of today seem to forget that the punk movement came out of anti-capitalist efforts, labor rights, and sustainability. You can't just slap studs on a mass-produced Shein pleather jacket and call it punk. LỰU ĐẠN knows this, producing and advertising mindfully and with the same ideologies that filled Yoyogi Park back in the 90s.
See the campaign imagery shot by Federico Radaelli below.