Gustaf - Cruel

Costume direction

The costume direction in this project supports a clear visual narrative of transformation, using wardrobe as a storytelling tool within a broader art direction framework. The initial looks are built around soft, neutral and pastel tones—yellow, beige, lavender and checked patterns—combined with preppy silhouettes, modest styling and restrained accessories. This visual language reinforces a sense of innocence, conformity and control at the beginning of the story.

In contrast, the camp instructor’s styling introduces disruption through exaggerated textures, bold color clashes and unexpected combinations, creating an immediate visual antagonist. As the narrative evolves, costume, makeup and styling progressively shift toward darker tones, heavier materials and more aggressive silhouettes. Leather, spikes, black fabrics and intensified makeup reflect a collective transformation, aligning wardrobe with performance, attitude and emotional tension.

The final result is a cohesive art direction system where fashion, character development and visual storytelling work together to construct a strong, recognizable aesthetic suitable for fashion film, advertising and narrative-driven visual projects.