Pastel Haze
EraTumblr-era 35mm dreamscape — pink shadows, lifted blacks, Portra warmth, nothing ever harsh.
ERA
Concrete
Vetements-era anti-glamour — Fuji green shadows, cool overcast, deadpan, suburban mundanity as fashion.
The aesthetic
Vetements-era anti-glamour — Fuji green shadows, cool overcast, deadpan, suburban mundanity as fashion.
Drawn from
Vetements (Demna Gvasalia — parking lots, sex clubs, anti-glamour casting)
heritage house (Demna era — street-cast subjects, deadpan, institutional settings)
Gosha Rubchinskiy (post-Soviet youth, black-and-white documentary)
Harley Weir (heritage luxury reference)
Willy Vanderperre (stark negative-space portraiture, heritage house/Raf Simons)
Applied across categories
Technical profile
Try it
Use Concrete in your next campaign.
Drop in your products and models. Generate as many variations as you need. No credits.
