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.

By doing so, we 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, thus acquiring new fans.

The objective of this project is to celebrate the 20th anniversary of the traditional fashion brand’s “PLEATS PLEASE ISSEY MIYAKE”, with an amusing series of visual images.

Our foremost aim was to promote the “fun and beautiful” aspect of this brand.

A long-term campaign project with consecutive designs was requested, which has an effect that attracts people in a way that makes them excited with the feeling, “What’s coming next?”

The concept is “DELICIOUS”.

“PLEATS PLEASE” uses the kind of fabric that makes a direct appeal to the senses. We took this characteristic to evoke irresistible cravings like, “Looks so delicious I have to wear it!” Once a person perceives a certain food as delicious, they tend to instinctively accept it without doubt.

We finally came up with six visuals: glasses of wine, Japanese traditional confectionary, green tea ice cream, strawberry ice cream, pancakes with whipped cream and toast with chocolate cream.

All visuals we have made are intended to give “mouth-watering impact” to the viewers.

The AD was highly praised among the Attaché de Presses, who made comments in many places that it was original and intriguing. Also, it was well-received among young females, who are the desired future target of PLEATS PLEASE ISSEY MIYAKE.

Other voices:

“It became the gateway for customers who were not fans of PLEATS PLEASE until now.” - Boutique in Fukuoka.

“It had a great visual impact that made people ask, —What brand is this? ” - Boutique in Nagoya. “BAZAAR did a six-page feature, and it appeared in many other media, resulting in an effective promotion.” - Distributor in Bangkok.