Collection: Delulu

“Delulu,” short for “delusional,” was once considered an insult. But we’ve redefined it to represent a positive, hopeful mindset—one rooted in idealism and aspiration. It speaks to the belief in something beyond logic or limitation. In this collection, we explore the tension between reality and illusion, embracing the feeling of being caught between the two—hence the juxtaposition of ‘delulu’ and ‘in the know.’ The collection represents a dreamlike state, where one is “paralyzed” by knowledge or awareness but chooses the comfort of delusion. The styling and setting should reflect the blurred lines between fantasy and reality, with surreal elements representing the “delulu” state and sharp, striking visuals representing “the know.”

Everything will be available online on May 12th!