Levraimoi is a fashion brand for women which connects design and food for thought – an approach which also becomes apparent in their “Who am I” advertising campaign. Against the background of the rapidly growing Chinese economy, a constantly increasing number of people are losing stability and traditional values. This aspect is highlighted by the motifs through the use of metaphor. The models wear the fashion, but also plain animal masks which represent specific human traits. Thus, in the midst of the current social developments in Chinese society as well as the vain fashion circus, the observers are called upon to ask themselves, “Who am I?”.