With this project set at Narantuul, a major market in Mongolia’s capital Ulaanbaatar, photographer and art director Yosef Minor sets out to propose for the country a visual identity countering its sterile mainstream, with a little help from J.Kim
Eclectically inspired by things from Korean folk motifs to color palettes of Uzbek post-Soviet markets, J.Kim FW22 clothing serves as a sort of interface to connect with Narantuul’s many cultural layers.
