Summer in the North

Commissioned by UNIQLO for its “Summer in the North” campaign, this project presents a key visual that reflects the atmosphere and cultural textures of Northwest China.

The concept draws from everyday summer experiences in the region, translated into a series of symbolic scenes and sensory details. Familiar elements are reinterpreted through a structured composition, creating a narrative that feels both intimate and universally recognisable.

Influenced by Northern folk crafts, including peasant paintings, patchwork, and traditional decorative patterns, the visual language integrates layered colours, rhythmic forms, and intricate detailing. The result is a contemporary interpretation of regional identity, balancing cultural memory with a fresh and accessible aesthetic.

Client: UNIQLO
Role: Illustration, Campaign visuals