Laforet Harajuku Design & Branding, Case study I WEAR TABOO. by Hakuhodo Tokyo

I WEAR TABOO.

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Industry Retail, Distribution & Rental companies, Department Stores & Shopping Malls
Media Design & Branding, Case study
Market Japan
Agency Hakuhodo Tokyo
Designer Naonori Yago
Producer Kazuhiro Hoshimoto
Photographer Yasutomo Ebisu
Released March 2010

Credits & Description

Category: Posters
Advertiser: LAFORET HARAJUKU
Product/Service: DEPARTMENT STORE
Agency: HAKUHODO
Date of First Appearance: Mar 1 2010
Entrant Company: HAKUHODO, Tokyo, JAPAN
Art Director/Designer/Copywriter: Rikako Nagashima (Hakuhodo)
Photographer: Yasutomo Ebisu
Hair Stylist: Katsuya Kamo (Mod's Hair)
Designer: Naonori Yago (Hakuhodo)
Stylist: Tsuyoshi Noguchi
Producer: Kazuhiro Hoshimoto (Amana)
Printing Director: Koichiro Kawabata (Nikko Process)
Digital Picture Processing: Takeshi Yoshikawa (Amana)
Media placement: Poster & Billboard - Shop,station - 20/8/2010-18/2/2011

Describe the brief from the client
Because of the fast fashion trend, everyone buys cheap clothes.
Many people are influenced by fast fashion, and saturated the fashion market.
Create an ad that expresses the free spirit of fashion which is the heart of Laforet Harajuku.
(Laforet Harajuku is the center of Japanese fashion culture)

Describe the challenges and key objectives
Question everyone dressing alike. The challenge is to convey the free spirit of fashion and to establish its original position among fashion department stores.

Describe how you arrived at the final design
To want to wear something is a personal sensation that we should all cherish ourselves. If this personal sensation is too radical or different and considered a taboo in society (Japanese people do not like to be different from each other), Laforet is a place to accept these differences and supply taboo fashion.
“I Wear Taboo” is an expression a free spirited person. The mosaic is an expression of taboo.
The image of a woman wearing taboo is an expression of
“Never care about what you say, I wear the way I wanna do.”

Give some indication of how successful the outcome was in the market
Laforet put this up on the Laforet Harajuku crossing and attracted many people’s attention. Many people agreed to the message and comments were made on SMS increasing Laforet customers.
This message stirred feelings of adventure, an emotion recently forgotten by the fashion industry.
It created an impact on Hair and Make up, Stylists and Designers and appealed the free spirit of fashion of Laforet to customers and the fashion industry.