
022397BLUFF was created in Paris, France in 2019 by 022397 and 021596 , as an independent designer brand. Designer 022397, who came from Guizhou Province in China, graduated from L‘Ecole de la Chambre Syndicale de la Couture Parisienne (now IFM). The brand is an avant-garde style for unisex. 022397 is good at interpreting the concept with his own strong unique language from the perspective of multiple medium and vision.
THE WALL COLLECTION 2021 lead to probing into those invisible and tangible walls which are rooted in the depths of human nature, and broken or collapsing as well. As a Miao man, designer 022397 takes Miao embroidery as the main element, and also uses the culture and style of Miao people as a carrier to interpret the core theme, traces the origin of Miao culture and transforms it into a new language. This collection also uses much Miao embroidery, which is hand-embroidered by female embroiders.
Miao embroidery is inherited from generation to generation. It is not only the migration route, but also the worship of ancestors and gods. The worship of ancestors of Miao people is not only a religious sorcery concept and emotional piety, but also through religious sorcerer behavior --- a kind of embroidery behavior that is both a means of beautifying life and a prayer for shelter. Therefore, ancestor worship belongs to a common responsibility of the whole clan, and also becomes the judgment standard of social morality and value. Miao embroidery, also undertook to accumulate this nation from this powerful and lasting centripetal force, deduced and inherited Miao people’s brilliant culture and the important task with long history. Miao embroidery pattern is full of divine consciousness, no god's supremacy and majesty, but its schematic exaggerated groovy, it is a vivid portrayal of the blend of man and god, this vivid let 022397 deeply fascinated, so choose and use Miao embroidery as the main element.
The year of 2019 is the 30th anniversary of the fall of the Berlin Wall. After seeing English movie “Years and Years” in 2019, Designer 022397 was deeply touched, and then, after seeing the movie “Die Welle”, the wall between politics gave strong impacts on 022397. Meanwhile, science and technology in recent years have greatly influenced 022397, so the striking contrast relationship among “Politics, artificial intelligence, and I” came into being. According to 022397, the wall around us has always existed, so he wants to express the concept of wall. Technology is a wall, politics is also a wall, and our hearts are full of walls. He wants to try to explore the wall in the clothing, let the wall appear, and break the wall, and then break the behavior of building the wall and the barrier that the wall represents. This is also reflected to the technology, 022397 is using the ancient Miao culture and Miao embroidery elements to complete this collection.
022397BLUFF 001 Collection Campaign Film
premieres
NOW !
022397BLUFF 001
THE WALL COLLECTION 2021 • FULL
SHOW
The virtual collection of 001 THE WALL COLLECTION inspired by the Miao culture and ancient images, transforming ancient Miao hair and headwear and their exaggerated silver accessories into an avant-garde Miao image that connects the past to the future. Combs, hairpins, silver hats... these are the most everyday objects of the Miao people and are combined with metal, rubber and inflatable materials to create a richer visual universe for 022397BLUFF.
Focused or scattered, macro or micro, big or small? This is the continuation of 022397's depiction of 022397BLUFF this universe after 001 THE WALL COLLECTION, the rich and profound Miao culture continues to lead us, from various rituals, ceremonies, customs...different allusions to ancient legends, the chaotic flowers fly and scatter, scatter, scatter, scatter ...... gradually reveals itself in the distance to emerge in silhouette, the wall collapses, pending the birth of the punk.
GLUTINOUS RICE mini collection
- PRE-002 COLLECTION • FULL SHOW
022397BLUFF 002 COLLECTION, THE AVRIL LAVIGNE COLLECTION 2023, While exploring the word idol and continuing to explore where I come from? For designer 022397, he comes from an intangible Miao minority Village, but also from Avril Lavigne. The regional and the non-regional have formed us at the same time. For childhood and growth, this time Avril Lavigne becomes a symbol, perhaps it has nothing to do with minorities, just like every child, who has had emotions, who has chased or not. 002 the AVRIL LAVIGNE collection is a continuation of 022397BLUFF's unique interpretation of Miao minority culture and the transformation of Miao embroidery elements into visual fashion pieces. Deeply inspired by Avril Lavigne, the collection showcases of designer's 022397's childhood memory, depicts a new image to us – MIAO PUNK.
022397BLUFF presented 002 COLLECTION THE AVRIL LAVIGNE COLLECTION 2023 at Paris Fashion Week in a retro Chinese GALA, which consisted of three parts from dance, performance and singing. The show starts with a mysterious traditional Miao golden pheasant dance and moves on to a more intense modern dance showcasing Avril Lavigne's attitude and youthful spirit, gradually portraying the "MIAO PUNK" image that is unique to 022397BLUFF. Three different "hair attitudes" are presented on stage - the ancient long-horned Miao coiffure, Hair hanging dance by Artist Marion Crampe, hair head banging with a very punk attitude. The final part was inspired by Avril Lavigne's songs and featured two singers, Chinese singer Ginger and French singer Poupie, to bring different and moving interpretations of AVRIL LAVIGNE. The show was sponsored by the legendary Guizhou Moutai, and 6 special Moutai LOOKs were also presented at the GALA.
022397BLUFF 002
THE AVRIL LAVIGNE COLLECTION 2023
• FULL SHOW
184 Fumin Road, Jing'an District, Shanghai
Shin Kong Place, Yubei District, Chongqing
WFC Global Shopping Center, Yuzhong District, Chongqing
No.2, Chunyuan Back Street, Yuexiu District, Guangzhou
No.1, Xieguyuan Road, Guangzhou
No.109-111, Building 29, District Nine, Tinghai Holiday Living Area, Beidaihe New District, Qinhuangdao
▸ ASVOF Video Presentation
▸ ROUGE FASHIONBOOK Issue 8
▸ Respires Magazine
▸ KALTBLUT Magazine
▸ NOWNESS ASIA
▸ 032c 39th Issue Summer 2021 Cover Story
▸
Wallpaper* China
Cover Story September 2021
Issue
▸ Paper Magazine
▸ Paulette Magazine
▸ Wül Magazine
▸ Studio Magazine
▸ Curated by GIRLS
▸
LOFI
Future tribe
▸ Marie Claire France
▸ SuperELLE China
▸ Puss Puss Magazine
▸ Taqwa Bintali
▸ The WOW Magazine - Issue 5
▸ VOGUE China
▸ HARPER'S BAZAAR CHINA
▸ VOGUE+
▸ T Magazine China
▸ COSMOPOLITAN China
▸ NYT Travel Magazine 故乡与世界
▸
VOGUE China
022397BLUFF x Dolce & Gabbana Collaboration Project
Initiated by VOGUE China
▸ NOWNESS Paper
▸ Switch Magazine
▸ VOGUE China
▸ Client Magazine
▸ Wallpaper
▸ NR Magazine
▸ Fátima Monjas
Photo by Eponine Huang
Model Pan Haowen
Styled by 77
Hair by Dylan Li
Make up by Joan
Grey Oversized Coat With Embroidered And Fringe In The Back
Black Leather Traditional Shoes
Pink XI Earrings
From THE WALL COLLECTION 2021
Photo by Cnan
Hair & Make up by Frank
Model JADEMODELS
Deformed shaped skirt with Embroidered
From THE WALL COLLECTION 2021 featured in Respires Magazine
CL Chaelin in 022397BLUFF
Photo by Mok Jungwook
Interview by Yoon Ambush
Fashion by Kim Jaewook, Choi Bora
Pink XI Earrings
From THE WALL COLLECTION 2021 for Cover Story in 032c
Qiu Tian 邱天 in 022397BLUFF
Photo by Wang Ziqian
Stylist Liu Xiao
Editor Youpo
Creative by Quan Zhuoran
MUA Valentina Li
Hair stylist Xu Youhua
One-silver-wire necklace
Ancient long knives necklace
From THE WALL COLLECTION 2021 for Cover Story in Wallpaper* China
Director & Video Editor Chen Yifei
Starring Qiu Tian
Photo by Andrew Kung
Art direction Djiun Wang
Styled by Lisa Jarvis
Production Morgan Young
Lighting designed by Eliot Oppenheimer
Digital technician Glenn Lim
Assistant Barbara Rios
Video by Brian Chu
Hair by Niko Weddle (using Kenra)
Make up by Kevin Cheah (using Kenra)
Models Jeannie Park, Wonhee Lee, Angelica De Jesus and Hop Nguyen
Beige mesh top with printed red face
Misplaced pleated skirt
From THE WALL COLLECTION 2021 featured in Paper Magazine
Photo by David Maurel
Styled by Magali Forey
Model Camélia Lumbroso
Make up and hair by Lyloo
Hand embroidery oversized jacket with belt
Pink And Blue Cut Out Top
Red and black high heels
From THE WALL COLLECTION 2021 featured in Paulette Magazine
Photo by Motoki Nakatani
Styled by Shinya Kuraok
Hair by Natsumi Ebiko
Make up by Ruben Masoliver
Assistant Jimmy
Models & Dancers Tehamour ,Thaïs Rambaut ,Iman Sahli
Special thanks to Sheriff Projects
Black platform shoes
From THE WALL COLLECTION 2021 featured in Wül Magazine
Photo by MATHILDE AGIUS
Styled by MÉLODIE ZAGURY
Make up by JENNIFER LE CORRE
Hair by ANITA BUJOLI
Set designed by CORENTIN STILL
Production ICONOCLAST IMAGE
Casting IKKI CASTING
Assistant photo LUKAS MATHON
Dancers LILI & SOFIA & LORENE
Black platform shoes
From THE WALL COLLECTION 2021 featured in Studio Magazine
Curated by GIRLS
Photo by Amandine Kuhlmann
Styled by Alya Derris
Stylist assistant Rose Lebarazer
Model Camélia Lumbroso
Make up and hair Charline Dailland
Red and black high heels
From THE WALL COLLECTION 2021 featured in Curated by Curated by GIRLS
Cover Story December 2021 Issue
Editorial director : Katell Pouliquen
Creative director : Charlotte Cochet-Terrasson
Fashion editor-in-chief : Anne-Sophie Thomas
Stylist : Aline De Beauclaire
Photographer : Rémi Ferrante Obvious TV
Photo assistants : Elisa Ribeiro & Gabriel Mrabi
Retouch : Camille Rist
Casting director : IKKI / Nicolas Bianciotto
Model : Lila Ford Models
Groomer : Shaila Moran
Multi-layered shirt dress
From THE WALL COLLECTION 2021 for Marie Claire France Cover Story
Photo by BO ZHANG
Styling: Aisha
Producer: QIU Xiaowen
MUA: VISEN HUANG Wensheng
Hair: LI Da
Model: ZHANG Yihan
Editor: MUYUAN
Writing of the Shui minority embroidery top
Multi-layered shirt dress
Five ring pearl necklace
Lion necklace
From THE WALL COLLECTION 2021 featured in SuperELLE China
Photography: Santi de Hita
Styling: Javier De Pardo
Model: Deirdre Fírinne at Viva
Makeup: Iria Salgado
Hair: Cecilie Hildebrandt
Casting: Pili Macridachis
Hair assistant: Miriam Hernandz
Writing of the Shui minority top
From THE WALL COLLECTION 2021 featured in Puss Puss Magazine
Photographer: Anthony Arquier
Stylist: Pierre Demones
Make-Up: Taeyoung Kim
Hair: Yumiko Hikage / Saint Germain Agency
Nails: loradesousa
Casting: Marie Levy
Photo Assistant: Kim Soumpholphakdy
Stylist Assistant: Arnaud Chartouni
Embroidered High Boots
from THE WALL COLLECTION 2021 featured in The WOW Magazine
Photo by Wang Liang
Style by Audrey Hu
Blue interspersed top
Hand embroidery square sleeve shirt
from THE WALL COLLECTION 2021 featured in VOGUE China
Photo by 梁恒溢 LIANG
Style by Wang gugu
Pink XI Earrings
Tricot necklace
One-silver-wire necklace
Phoenix long striped leather earring
from THE WALL COLLECTION 2021 featured in HARPER’S BAZAAR CHINA
Photo by 李晖
Style by 77
Embroidered white flower cotton earrings
Heart shaped earrings
from THE WALL COLLECTION 2021 featured in VOGUEplus Magazine
Photography: 易托 Yi Tuo
Art Direction / Styling: Zipeng Li
Make up: Yang Shuo
Hair: Nate Peng
Art: Zenus Art Studio
Producer: Aju
Models:Yang Shengjie,Meng Ge, Karmay Assistant
Pink and blue stitching top,Leggings
From THE WALL COLLECTION 2021 featured in T Magazine China
photograph: Wintam
Editor & Stylist: Shali Xu
Models: Hezhi, Xiangyu Li
Hand embroidery square sleeve shirt
Pink XI earrings
One-silver wire necklace
Flower necklace
Dragon necklace
Five ring pearl necklace
from THE WALL COLLECTION 2021 featured in COSMOPOLITAN China.
Editor & Styling: Tizi
Model: Liu Zhicheng at Focus
Makeup: Erduo Lin
Hair: Pan
Producer: Shuai Youqi
Hand-beaded leather deformed shaped skirt
Tricot necklace
Five ring pearl necklace
from THE WALL COLLECTION 2021 featured in NYT Travel Magazine 故乡与世界
-Re-creation of Dolce & Gabbana's stock fabrics by 022397BLUFF's creative vision.
Photographed by Wang xin
Styled by KOI
Make-up by Jessica
Hair by Dylan Li
Produced by Julie Wang, Zhou Yang
Model by Gu Yutong
022397BLUFF x Dolce & Gabbana Collaboration featured in VOGUE China
Photography: Hu Jialing
Makeup: Bing Bing makeup
Producer: Lin Jing, Yao Qijun
Hand-beaded leather deformed shaped skirt
Misplaced pleated skirt
Five ring pearl necklace
Multi-layered shirt dress
from THE WALL COLLECTION 2021 featured in NOWNESS Paper
Photography: Michelle Duxuan
Stylist:Charline Prat
Makeup: Axelle Jerina
Hair: Miha Oshima
Model: Madicke Diop / Kadiata Ba
Red and black high heels
Gloves
from THE WALL COLLECTION 2021 featured in Switch Magazine
Li Bingbing 李冰冰 in 022397BLUFF
Photography: HaiLun Ma
Creative Director: Matt McDonald
Stylist: Vivienne Sun
Dragon necklace
Black long striped cotton earrings
Tricot necklace
From THE WALL COLLECTION 2021 for Cover Story in VOGUE China
Photography: marie elodie fallourd
Styling: margherita Alaimo
MUA: katiuscia pezzullo
Hair: Elvirra
Model: Zacharie Villot / Lamine / Lucas
Writing of the Shui minority print top
Face print top
Cut-out shirt
Darted flared pants
from THE WALL COLLECTION 2021 featured in Client Magazine US Print Issue 15
Photography: 森漏闻
Styling: Weejae
Makeup: Zhang Jiajia
Hair: Xiang Zi
White flower cotton earrings
From THE WALL COLLECTION 2021 featured in Wallpaper* China
Photography: Eugenio Intini
Styling: Giulia Meterangelis
Casting: Giuliawiththeg
Embroidered High Boots With Removable Part
Multi-layered shirt dress
From THE WALL COLLECTION 2021 featured in NR Magazine
ASVOF Video Presentation ◂
ROUGE FASHIONBOOK Issue 8 ◂
Photo by Eponine Huang
Model Pan Haowen
Styled by 77
Hair by Dylan Li
Make up by Joan
Grey Oversized Coat With Embroidered And Fringe In The Back
Black Leather Traditional Shoes
Pink XI Earrings
From THE WALL COLLECTION 2021 featured in ROUGE FASHIONBOOK
Respires Magazine ◂
Photo by Cnan
Hair & Make up by Frank
Model JADEMODELS
Deformed shaped skirt with Embroidered
From THE WALL COLLECTION 2021 featured in Respires Magazine
KALTBLUT Magazine ◂
NOWNESS ASIA ◂
032c 39th Issue Summer 2021 Cover Story ◂
CL Chaelin in 022397BLUFF
Photo by Mok Jungwook
Interview by Yoon Ambush
Fashion by Kim Jaewook, Choi Bora
Pink XI Earrings
From THE WALL COLLECTION 2021 for Cover Story in 032c
Wallpaper* China
Cover Story September 2021
Issue
◂
Qiu Tian 邱天 in 022397BLUFF
Photo by Wang Ziqian
Stylist Liu Xiao
Editor Youpo
Creative by Quan Zhuoran
MUA Valentina Li
Hair stylist Xu Youhua
One-silver-wire necklace
Ancient long knives necklace
From THE WALL COLLECTION 2021 for Cover Story in Wallpaper* China
Director & Video Editor Chen Yifei
Starring Qiu Tian
Paper Magazine ◂
Photo by Andrew Kung
Art direction Djiun Wang
Styled by Lisa Jarvis
Production Morgan Young
Lighting designed by Eliot Oppenheimer
Digital technician Glenn Lim
Assistant Barbara Rios
Video by Brian Chu
Hair by Niko Weddle (using Kenra)
Make up by Kevin Cheah (using Kenra)
Models Jeannie Park, Wonhee Lee, Angelica De Jesus and Hop Nguyen
Beige mesh top with printed red face
Misplaced pleated skirt
From THE WALL COLLECTION 2021 featured in Paper Magazine
Paulette Magazine ◂
Photo by David Maurel
Styled by Magali Forey
Model Camélia Lumbroso
Make up and hair by Lyloo
Hand embroidery oversized jacket with belt
Pink And Blue Cut Out Top
Red and black high heels
From THE WALL COLLECTION 2021 featured in Paulette Magazine
Wül Magazine ◂
Photo by Motoki Nakatani
Styled by Shinya Kuraok
Hair by Natsumi Ebiko
Make up by Ruben Masoliver
Assistant Jimmy
Models & Dancers Tehamour ,Thaïs Rambaut ,Iman Sahli
Special thanks to Sheriff Projects
Black platform shoes
From THE WALL COLLECTION 2021 featured in Wül Magazine
Studio Magazine ◂
Photo by MATHILDE AGIUS
Styled by MÉLODIE ZAGURY
Make up by JENNIFER LE CORRE
Hair by ANITA BUJOLI
Set designed by CORENTIN STILL
Production ICONOCLAST IMAGE
Casting IKKI CASTING
Assistant photo LUKAS MATHON
Dancers LILI & SOFIA & LORENE
Black platform shoes
From THE WALL COLLECTION 2021 featured in Studio Magazine
Curated by GIRLS ◂
Curated by GIRLS
Photo by Amandine Kuhlmann
Styled by Alya Derris
Stylist assistant Rose Lebarazer
Model Camélia Lumbroso
Make up and hair Charline Dailland
Red and black high heels
From THE WALL COLLECTION 2021 featured in Curated by Curated by GIRLS
LOFI
Future tribe
◂
Marie Claire France ◂
Cover Story December 2021 Issue
Editorial director : Katell Pouliquen
Creative director : Charlotte Cochet-Terrasson
Fashion editor-in-chief : Anne-Sophie Thomas
Stylist : Aline De Beauclaire
Photographer : Rémi Ferrante Obvious TV
Photo assistants : Elisa Ribeiro & Gabriel Mrabi
Retouch : Camille Rist
Casting director : IKKI / Nicolas Bianciotto
Model : Lila Ford Models
Groomer : Shaila Moran
Multi-layered shirt dress
From THE WALL COLLECTION 2021 for Marie Claire France Cover Story
SuperELLE China ◂
Photo by BO ZHANG
Styling: Aisha
Producer: QIU Xiaowen
MUA: VISEN HUANG Wensheng
Hair: LI Da
Model: ZHANG Yihan
Editor: MUYUAN
Writing of the Shui minority embroidery top
Multi-layered shirt dress
Five ring pearl necklace
Lion necklace
From THE WALL COLLECTION 2021 featured in SuperELLE China
Puss Puss Magazine ◂
Photography: Santi de Hita
Styling: Javier De Pardo
Model: Deirdre Fírinne at Viva
Makeup: Iria Salgado
Hair: Cecilie Hildebrandt
Casting: Pili Macridachis
Hair assistant: Miriam Hernandz
Writing of the Shui minority top
From THE WALL COLLECTION 2021 featured in Puss Puss Magazine
Taqwa Bintali ◂
The WOW Magazine - Issue 5 ◂
Photographer: Anthony Arquier
Stylist: Pierre Demones
Make-Up: Taeyoung Kim
Hair: Yumiko Hikage / Saint Germain Agency
Nails: loradesousa
Casting: Marie Levy
Photo Assistant: Kim Soumpholphakdy
Stylist Assistant: Arnaud Chartouni
Embroidered High Boots
from THE WALL COLLECTION 2021 featured in The WOW Magazine
VOGUE China ◂
Photo by Wang Liang
Style by Audrey Hu
Blue interspersed top
Hand embroidery square sleeve shirt
from THE WALL COLLECTION 2021 featured in VOGUE China
HARPER'S BAZAAR CHINA ◂
Photo by 梁恒溢 LIANG
Style by Wang gugu
Pink XI Earrings
Tricot necklace
One-silver-wire necklace
Phoenix long striped leather earring
from THE WALL COLLECTION 2021 featured in HARPER’S BAZAAR CHINA
VOGUE+ ◂
Photo by 李晖
Style by 77
Embroidered white flower cotton earrings
Heart shaped earrings
from THE WALL COLLECTION 2021 featured in VOGUEplus Magazine
T Magazine China ◂
Photography: 易托 Yi Tuo
Art Direction / Styling: Zipeng Li
Make up: Yang Shuo
Hair: Nate Peng
Art: Zenus Art Studio
Producer: Aju
Models:Yang Shengjie,Meng Ge, Karmay Assistant
Pink and blue stitching top,Leggings
From THE WALL COLLECTION 2021 featured in T Magazine China
COSMOPOLITAN China ◂
photograph: Wintam
Editor & Stylist: Shali Xu
Models: Hezhi, Xiangyu Li
Hand embroidery square sleeve shirt
Pink XI earrings
One-silver wire necklace
Flower necklace
Dragon necklace
Five ring pearl necklace
from THE WALL COLLECTION 2021 featured in COSMOPOLITAN China.
NYT Travel Magazine 故乡与世界 ◂
Editor & Styling: Tizi
Model: Liu Zhicheng at Focus
Makeup: Erduo Lin
Hair: Pan
Producer: Shuai Youqi
Hand-beaded leather deformed shaped skirt
Tricot necklace
Five ring pearl necklace
from THE WALL COLLECTION 2021 featured in NYT Travel Magazine 故乡与世界
VOGUE China
022397BLUFF x Dolce & Gabbana Collaboration Project
Initiated by VOGUE China
◂
-Re-creation of Dolce & Gabbana's stock fabrics by 022397BLUFF's creative vision.
Photographed by Wang xin
Styled by KOI
Make-up by Jessica
Hair by Dylan Li
Produced by Julie Wang, Zhou Yang
Model by Gu Yutong
022397BLUFF x Dolce & Gabbana Collaboration featured in VOGUE China
NOWNESS Paper ◂
Photography: Hu Jialing
Makeup: Bing Bing makeup
Producer: Lin Jing, Yao Qijun
Hand-beaded leather deformed shaped skirt
Misplaced pleated skirt
Five ring pearl necklace
Multi-layered shirt dress
from THE WALL COLLECTION 2021 featured in NOWNESS Paper
Switch Magazine ◂
Photography: Michelle Duxuan
Stylist:Charline Prat
Makeup: Axelle Jerina
Hair: Miha Oshima
Model: Madicke Diop / Kadiata Ba
Red and black high heels
Gloves
from THE WALL COLLECTION 2021 featured in Switch Magazine
VOGUE China ◂
Li Bingbing 李冰冰 in 022397BLUFF
Photography: HaiLun Ma
Creative Director: Matt McDonald
Stylist: Vivienne Sun
Dragon necklace
Black long striped cotton earrings
Tricot necklace
From THE WALL COLLECTION 2021 for Cover Story in VOGUE China
Client Magazine ◂
Photography: marie elodie fallourd
Styling: margherita Alaimo
MUA: katiuscia pezzullo
Hair: Elvirra
Model: Zacharie Villot / Lamine / Lucas
Writing of the Shui minority print top
Face print top
Cut-out shirt
Darted flared pants
from THE WALL COLLECTION 2021 featured in Client Magazine US Print Issue 15
Wallpaper* China ◂
Photography: 森漏闻
Styling: Weejae
Makeup: Zhang Jiajia
Hair: Xiang Zi
White flower cotton earrings
From THE WALL COLLECTION 2021 featured in Wallpaper* China
NR Magazine ◂
Photography: Eugenio Intini
Styling: Giulia Meterangelis
Casting: Giuliawiththeg
Embroidered High Boots With Removable Part
Multi-layered shirt dress
From THE WALL COLLECTION 2021 featured in NR Magazine
Fátima Monjas ◂