Korean Heritage-Honoring Campaign Videos

Sundae School has unveiled its highly anticipated Resilience campaign to showcase its Fall/Winter 2024 collection. This marks a special milestone for the brand, with efforts that blend its Korean roots with the spirit of youth counterculture. The designs are thoughtful with details that bridge the past and present together. This season, Sundae School brings back its flagship smokewear series which is a modern variation of the traditional Korean hanbok. It is paired with silhouettes such as cozy outerwear including the iconic fleeces and everyday pieces such as graphic tees and sweaters.

The theme of the season is "Alone we are silent, but together we are resilient," to bring a sense of togetherness to the Asian American experience. Dae Lim, founder of the brand shares, "As a brand, we’ve always tried to capture both the struggles and triumphs of our community. This collection represents our evolution and the resilience we’ve had to embody—not just in fashion, but as Asian Americans navigating a complex world. It’s a reflection of how far we’ve come, and where we’re headed."

Some of the defining pieces in the capsule include the cozy Duvet puffer inspired by the feeling of being warm at home, evoking comfort in the purest sense. The Lotus Dancheong Fleece is inspired by the murals at Korean temples with intricate patterns complemented by streetwear styles. The Spliff Squad Varsity Jacket brings a touch of nostalgia with and edgy angle by the brand.