Oscar De La Renta
Tro Bag
Oscar de la Renta’s floral motifs are more than decorative, they’re part of the house’s identity. From couture gowns to accessories, the brand has consistently drawn on the language of nature to express elegance and femininity. The Tro bag, with its sculptural gardenia and polished structure, is no exception.
The opportunity was to elevate the Tro bag beyond the frame: to create a digital moment that not only captured its beauty, but deepened its emotional resonance with modern audiences, especially those who experience fashion through movement and media.
We looked to the flower itself for guidance. What if the gardenia wasn’t just an appliqué, but a symbol of something living, renewal, growth, timeless beauty? That became our creative entry point: treat the bag not as a static object, but as a story that unfolds.
The video opens on a tight macro shot of the Tro bag’s iconic flower. As the camera lingers, the gardenia begins to bloom.
To extend the narrative, the bag gently shifts through a spectrum of color options. This color evolution subtly reveals the bag’s versatility, without ever stepping outside the visual language of the brand.
This digital concept shows how one product can unfold into multiple moments of meaning. A single idea… blooming, was enough to anchor a short film, showcase product variety, and express brand values in a way traditional photos never could.
It reflects LUJO’s belief that when you treat a launch as a system of moments, not a single campaign, you create content that lasts longer, travels further, and connects deeper.