● ● ●   Ashay Bhave

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Tech Tabi Patterns Campaign
Creative Direction & Styling
2026
For these three Tech Tabi colourways, I wanted the campaign to feel more ambitious and experimental. This was probably the most complex and intricate visual direction I had created for Thaely. I approached each colourway almost like a different video game skin, with its own character, styling and environment.

I was inspired by FASHION ARMY by Matthieu Nicol and its surreal interpretation of military uniforms, camouflage and fashion. This led to concepts like the full digi camo set, alongside more surreal environments built around fire, foliage and camouflage.

Rather than simply photographing the shoes, I wanted to create distinct worlds around each colourway. The result feels somewhere between a fashion editorial, a video game universe and a futuristic military fantasy, with the Tech Tabi acting as the common thread between them.