Pure Negation
(Project.A.Artgroup X Margarida Feijao)

Fashion Film, NEW YORK, 2025
Director: June Seo

Designer: Margarida Feijao

Assistant Director: Zacha del Rosario
Dramaturgy: John Choi, Shwe Ye Shoon Myat
Production Assistant: Jasmine Kiah

Videography: Kathryn Elizabeth Kearney
Lightning Design: Florencia Lechin
Sound Design: Conner Simmons

Art Direction: Hannah Bang
VFX(Touch Designer): Matias Pina

Hair: Maria Batista
Makeup: Marisa Reif

Model: Wilhelmina Models
Hannah Lawson / Black looks
Brionka Halbert / White looks


Winner / Official Selection
‍New York City International Fashion Film Festival 2025

Official Selection
London Fashion Film Festival 2025

Special Selection
PONTE Fashion and Performance 2025

Pure Negation (Project.A.Artgroup X Margarida Feijao)

I see what lies beyond. In the horizon is the end. Light shines through its progression towards the dark. It’s journey towards its outer bound constitutes its shine. It’s will is conditioned upon its lack and it looks ahead in darkness as it propels its shine. As such, it is through the dark that light is. White is the presence of all colors, while black is not. Light and physical pigments must be involved to reveal white as appear in its physical presence. Without light everything is black. Finding the emptiness within the constraint of existing space. In reality; In imagination. 

I am my pure negation. You seem to exist through what you have seen.