In order to create an identity for a label, every aspect of it must be taken care of. The clothes speak for themselves, but they also need the help of endless other elements: the stores decorations, the fashion shows, and the campaigns, to name a few. While looking for information for the article I wrote for Runway Rider in Vogue Spain about Alexander Wang’s career keys I revisited the label’s campaigns and immediately perceived the brand’s ideals (even though I already knew them). Spontaneity, rebellion, youth, freedom, happiness, sport, honesty, irony, creativity, mystery… They are achieved very effectively.