Spring at Grandma's
Client :
Korelimited
Project information
For KORELIMITED’s Spring 2025 collection, I led the creative direction and styling with a focus on rebranding the brand’s core identity. KORELIMITED was founded on the idea of preserving Korean culture and heritage among Korean-American communities, with the message “never forget your roots.”
To capture this spirit, I developed the concept “Spring at Grandma’s” a nostalgic homage to childhood memories of spring breaks at a grandmother’s house in Korea. We designed a set evoking the warmth and simplicity of traditional Korean homes, blending retro details with fresh, modern aesthetics.
This storytelling approach resonated deeply: older audiences were reminded of their hometown memories, while younger generations curious about the unfamiliar vintage Korean atmosphere became a new wave of engaged customers.
Through this project, we successfully strengthened KORELIMITED’s cultural identity while attracting a younger demographic to the brand.
