Retail Therapy
Introduction
This project was inspired by the most prestigeous print campaigns ‘Lürzer's Archive’. This campaign was created for GROUNDZERO’s FW21–22 collection, titled RETAIL THERAPY, responding to the fleeting wave of consumer exuberance that emerged in the wake of the pandemic. Subtitled “Nothing Held Back in 2021!”, the campaign captures the psychological release, absurdity, and ritualistic nature of post-lockdown shopping culture.
Through a series of hyper-stylized visuals and performative poses, the campaign explores shopping not merely as consumption, but as a symbolic act of recovery, rebellion, and self-redefinition. Set against surreal retail environments and layered with ironic gestures, the imagery critiques and celebrates the emotional complexity of “retail therapy” as both desire and coping mechanism.
In the spirit of GROUNDZERO’s sharp visual language, RETAIL THERAPY becomes a mirror of our cultural moment—where fashion becomes a tool for reclaiming agency, joy, and spectacle after prolonged social stillness.