fashion • 06 Jun, 2017
“Going East”: Dzung Yoko On His 2nd Artbook
Creative director on the inspiration behind his latest work
After the release of Dzũng Yoko's first fashion book, 'Day Dreamers’, published in January 2016, it took a little more time than anticipated to reach the second. Inspired by his idol, former creative director of Vogue Paris Carine Roifeld – who publishes bi-annual issues of her own sumptuous fashion bible, 'CR Fashion Book' – Dzũng Yoko had set himself a target of at least one book per year. "I admire [Roifeld’s] creativity, and so I decided that every year I would try to make an art book, each with a theme that is inspiring me at that time."
The diverse cultures of Asia, especially the traditional culture of Vietnam, is the inspiration for Dzũng’s latest fashion photo series, 'Going East.' "It took me about a year and a half to find out about Oriental culture. I have contact with a lot of people, especially in the fashion industry, and I realised that they prioritise Western culture in their work," says Dzũng. He adds: "For fashion, ‘the West’ is the destination, or the ‘preserve’ of fashion. But I realised that in recent years, influences from Korea, China and Japan have been applied to fashion in a very subtle and artistic way."
The result of this investigation is ‘Going East’, which incorporates 18 sets of images that fuse traditional Asian elements with contemporary designs. This mix of old and new was important to Dzũng, who worked hard to ensure that the images were "not too traditional, but fresh, even cheerful and sometimes sexy." Dzung describes the cover image of the book, featuring a ghostly model in elegant organza and silk sporting a wide flat hat, as the pinnacle of his project. “The cover image was taken from the last set of photos we shot. To me they summed up everything I was trying to achieve. It was the complete visualisation of my idea.”
‘Going East’ features a host of Vietnam’s most talented and creative models, photographers including Tang Tang, Tri Nguyen, Monkey Minh and makeup artist Tung Chau, among others. It will be published in Vietnam on 7th June.
Photo by Kyanh Tran
Words by Rebecca Jones