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FORM ETERNAL, PHYSIQUE IN FLUX

Classical Roots, Contemporary Contours.

How do we delineate the contours of contemporary "masculinity"?
In the present day, this question poses an enigma more elusive than ever before.

We pursue this inquiry by returning to the cultural genesis that inspires our brand spirit—Ancient Greece. It was there that the concepts of "Virtue" and "Eternal Beauty" were conceived; it is the locus from which we begin to understand the triad of masculinity, the body, and the spirit.

We utilize this visual narrative as an extension of the intellect, reinterpreting the male physique and the core of antiquity. Within the dialogue between classical rationality and contemporary sensibility, we seek to trace the spiritual silhouette of the modern man.

This is SALIGIA’s contemporary articulation of the classical spirit: to erect boundaries with reason, while allowing desire to transmute into motive force, revealing a new profile of masculinity within the flow.


In the lexicon of SALIGIA, masculinity is inherently open, fluid, and in a state of constant becoming. Reason serves as the bedrock upon which we perceive the world,
enabling us to view the body and desire with greater candor and resilience. These are not opposing forces, but the authentic sources of vitality—elements to be
perceived, understood, and allowed to find their true geometry within appropriate confines.

This understanding serves as the genesis of this campaign: When the anchor of the classical spirit is embedded in a contemporary context, what energy and form does masculinity assume?

The lens focuses, shifting the scene from daylight to the profundity of night. Amidst the interweaving of mist and beams of light, a "statuesque" form begins to
stir—

—the undulation of muscle, the power of the body, the flow of desire, and the awakening of consciousness call out to one another within the framework of classical order. They coalesce into a contemporary expression imbued with warmth, bursting with vivid life force.

SALIGIA remains committed to sustained action, deliberate creation, and an open philosophy. We seek to explore the "future tense" of masculinity—those aspects yet undiscovered or currently germinating. Between reason and desire, tradition and modernity, self-identity and social roles, we strive to find a spiritual equilibrium rich in humanistic resonance.

Creatives: SALIGIA Creative Team
Art Direction: Cory Cheng
Production: Ring My Bell
Photography: Gu Yan
Set Design: Lv Xiaohe
Prop Styling Assistance: Fan & Siyi
Videography: Boyfriend Studio 
Hair&Make Up: Liu Jun
Model: Oliver 
Lighting: Liu Xilong
Production Assistance: Asang