To acquiring new fans, our client wanted to have series visuals that can appeal not only to the loyal fans in the 40’s and 50’s, but also to a wide range of age distribution from children to adults.

We wanted to explore a way to show the brand’s appeal without adopting the clichéd images, such as visuals using models and mannequins. Therefore we have challenged ourselves to find a way to introduce the “fun and beautiful” visuals that characterized the “PLEATS PLEASE”, and to stimulate the deepest part of human beings, the instinct. Just as people appreciate the beauty of flowers without reason, enjoy PLEATS PLEASE ISSEY MIYAKE simply for the fun of it. That feeling will come the moment you look at flowers. It’s natural. Amid the confusing world of today, it’s good to have a common means of communication that everyone can understand.

The most important tools in this project were the clothes of PLEATS PLEASE, balloons, a blowgun, and the sound-triggered camera to capture the moment. We blew up the pleated T-shirts and tunics puffed up with balloons using a blowgun and photographed the blow-up moment by a camera in which the shutter was released in response to sound. Conceiving this way of photographing was the highlight of the project. We made and burst hundreds of balloons, picked up beautiful cloth blossom from the pieces and synthesized them into all these visualized flowers.

We've got feedback from Section Manager of PLEATS PLEASE ISSEY MIYAKE PRESS ROOM. She described our final outcome like this ; "-------------- The visual series of Flowers has the power to make people around the world appreciate at first glance the beauty of these flowers, even if not expressed in so many words.

This vivid expression of a clothing brand image could have only been achieved by PLEATS PLEASE.

The brand’s image of vigor and brightness, allowing various people to enjoy clothes of beautiful colors and diverse forms, has successfully been captured in a natural manner. "

PLEATS PLEASE ISSEY MIYAKE is a brand embodying the concept of Issey Miyake, where the true value of design lies in its integration into the everyday life and comfort of the wearer. As an example, traditional pleating material has been developed into a functional modern product that is light and easy to wear and handle, attracting women throughout the world.