Blaze – Graduation project

‘Amid everything we are supposed to be, we forget to just be’

For my graduation project, I decided to conduct research on poppers, a recreational sex drug especially used in the queer/gayscene. This research led me to develop a fictional campaign for the fashion brand ‘Mugler’ centered around the sensations of taking poppers, the feelings they evoke and the captivating ‘trance’ they leave users in.

I choose to partner up with Mugler due to their history with communicating with a target group that entailed a lot of members of the queer community, but also because Thierry Mugler was a member of the queer community as well and I wanted to launch a campaign that brought the brand back to their colorful campy roots.

Models: Max van der Voort | Kim Waart | Yojia Shih | Bean.