Mercedes-Benz Fashion Week TOKYO from Oct 13

Mercedes-Benz Fashion Week TOKYO 2013 S/S is to be held from October 13 to 20. The show has Yuni Yoshida as our creative & art director this season.

Enormous billboards appear in Tokyo.

The realistic and vigorous fashion photos appear as though the models might jump out at any moment. Actually, upon closer inspection, real live models are stuck onto the billboards!

Two visuals depicting night and day were produced. The billboards tell a humorous story of models who strike cool poses during the day in elegant et momonakia dresses, but when it is night and they are done for the day, their expressions relax and they climb down from the billboards to hit the town.

This was also an attempt to convert the Mercedes-Benz Presents designer et momonakia’s brand concept of “borderline between fun and elegance” into fashion photos.

This visual mainly aims to express the dynamism of Japanese fashion; the overflowing power which cannot be contained in a two-dimensional visual. Unique and expressive items which raise the spirits of those who wear them—perhaps this is the allure of Japanese fashion, which continues to attract people from around the world.

Mercedes-Benz Fashion Week TOKYO