Seoul-based artist Jee-ook Choi’s latest illustration series depicts the lightness and coolness of Uniqlo’s AIRism collection. Jee-ook showcased these clothing items and massive sheets of fabrics as light and breezy.
She starts the process by taking notes and looking at reference imagery. “I will look for photographs that can help me recreate my imagination. This time I looked at a lot of fashion pictures to express the texture of cloth,” Jee-ook told It’s Nice That.
A scene from her favorite film, Laurence Anyways, influenced her approach to the project. “The scene shows clothes falling from the sky; it was really beautiful and surreal. I imagined that the fabric of AIRism was not falling but flying.”
The settings are relatively mundane – a laundry room, a dining table and a view through a bedroom window. “It is an example of a piece of invisible science that enhances people’s quality of life,” Jee-ook shared. “So I decided that I should make pictures of everyday life as it is changed by AIRism.”
