MRS. KINTSUGI
WEBSITE
SCOPE OF THE PROJECT
PROJECT BY
ALEX YUVERO
ABOUT THE PROJECT
FASHION FILM
The creative direction for the fashion film began with an intimate question: How can emotional healing be translated into visuals that evoke a sense of timelessness? Rather than leaning on literal symbolism, it was chosen for the tone to be rooted in magical realism—where time, space, and logic bend freely. While the philosophy of Kintsugi offered a poetic foundation, the creative direction was shaped by the desire to ground it in the designer’s identity. Victor von Schwarz presented four distinct collections, and to honor each, the film was structured into four chapters—each represented by a character and tied to a moment of personal transformation.
The chapters took form as characters, not archetypes, but reflections of vulnerability, rage, softness, and self-acceptance. Each character lived within their own world, crafted through color, casting, pacing, and movement. The script unfolded like a dream—lyrical and surreal—drawing from both the designer’s collection and his personal story. The colors of his collections—black, pink, and red—became central to the film’s visual language. As the film took shape, moments of unexpected resonance emerged: from the textures of the garments to the lived experiences of the cast, including the designer’s own partner, whose journey with vitiligo mirrored the themes onscreen.
The chapters existed within their own time and space, but together they formed a continuous thread—the red string that binds the story. It wasn’t a story about imperfection—it was a visual meditation through it. The gold was never shown, only felt—in the quiet moments, in the cracks between scenes, and in the courage of every frame.
SOCIAL MEDIA CAMPAIGN
Instagram served as the primary stage for Mrs. Kintsugi, offering a space where visual storytelling could unfold with intimacy and depth. Designed as a three-phase narrative arc—pre-launch, launch, and post-launch—the campaign used stills, video teasers, and editorial fragments to gently pull the audience into the film’s emotional world. Each post became part of a larger tapestry: character introductions, mood boards, and behind-the-scenes glimpses gave way to film excerpts, narrative captions, and finally, reflections and reactions. It wasn’t just a rollout—it was an unfolding.
The platform became more than a promotional tool; it was the emotional bridge between concept and community. The campaign’s visual identity—anchored in red, pink, and black—echoed the film’s palette, while the photography retained the dreamlike, atmospheric tone that defined the project. Through social media, the story lived and breathed in real time—evoking not just engagement, but connection.
“What moved me most was seeing how everyone involved brought their own story into the process. You could feel that the philosophy behind the project—the idea of embracing what makes us different—meant something to each of us. That made the final outcome even more meaningful.” —Victor von Schwarz