GORE-TEX® Brand Studio: World Tour — Vietnam

World Tour is a format Beinghunted. developed for the GORE-TEX® Brand. After the chapter in Mexico, the series moves to Vietnam. Beinghunted. led the project from concept through production and was on location.

The editorial was shot in and around Dalat during peak rain season. Fog sits in the valleys until late morning, rain arrives without warning, temperatures shift between the market and the ride home. The camera stays with the people who move through all of it. Scooters at a junction. Plastic crates in a wet market. Farm work on a slope above the town. A commute that ends with a jacket drying over the back of a chair. GORE-TEX® Products were layered with locally sourced garments and with the featured individuals’ own clothing. The combinations came from the people wearing them.

Technical apparel is usually shown at the far end of its range: the summit, the storm, the expedition. That imagery speaks about the material. World Tour speaks about the life these garments are worn in. It starts at the other end, in a place where hard weather is part of an ordinary week.

Dalat made the argument on its own. In the Vietnamese highlands, climate is a condition people move with. That reframes the function of a garment. Value shows in versatility: one piece carried through a working day, across a change in temperature, absorbed into a personal look that belongs to the wearer. The GORE-TEX® Brand appears as one element in that logic.

The chapter was told from inside the place. A Vietnamese photographer, a Vietnamese director, a local production partner, and people wearing their own clothes. The result is a portrait with a light touch. It reads as proof because everything in it was already there.