Texas Chainsaw Massacre meets HK fashion
Hong Kong's designer denim label Tough Jeansmith clearly doesn't mind courting controversy. They were the first company to sign Gillian Chung Yan-tung when she returned to show business after her exile over the Edison Chen Koon-hei sex-photos scandal. Now they're launching a new campaign with Juno Mak Chun-lung and the first eerie images have just been released. For the spring/summer look, the theme is called Beyond The Dark, and let's just say it is somewhat macabre, to say the least.
The most daring photo shows the singer holding a chainsaw on a blood-splattered set. What's the message here - choose our jeans when you want to look as fashionable as Leatherface from Texas Chainsaw Massacre? Or when you need clothes tough enough to withstand cutting up a few bodies? Who knew torture and serial killer chic was in.
According to Mak, the idea is to symbolically reflect his struggles establishing himself as a credible artist in the local entertainment industry. That is, he was a victim tied up and tortured, but has managed to escape with a chainsaw and a shovel. Who knew there were credible artists in Cantopop?
'I believe action speaks louder than words and, sooner or later, people will understand the passion I have for my work,' Mak said.
Okay, but it's a stretch to think people won't associate this with slasher movies. Other promotional pictures show Mak with (presumably) fake blood on his face and his hands bound by rope. Call us old fashioned, but we prefer the days of gratuitous sex and nudity in our fashion campaigns.
