How can fashion boutique ads be “eye-catching”? In addition to having a topic-worthy lineup, the shooting technique must also be unexpectedly winning. Loewe’s 2022 autumn and winter menswear ad is a great example. The brand pulls the camera lens into the streets of Japan and invites “Japanese film master” Takeshi Kitano as a model to play mahjong in the ad. At the same time, they also collaborate with the well-known Tokyo trendy store GR8 to capture the unrestrained freedom of Harajuku.
The ad series explores the roots of contemporary Japanese trend culture, featuring Takeshi Kitano, actors Nijiro Murakami and Tokio Emoto, who gathered at a nightclub to shoot the image ads. In the ads, Takeshi Kitano wears an abstract printed shirt, highlighting his elusive personality; while Nijiro Murakami’s nylon coat echoes his complex character. As for Tokio Emoto, the face-printed T-shirt he wears is a topic of the autumn/winter series.
This series of advertising stills is shot by Mongolian photographer Ryu Ika, capturing the ecstatic emotions of the characters, both real and slightly dreamy, through lo-fi rough aesthetics, exaggerated effects, and 360-degree shooting techniques, projecting the vibrant energy of the Japanese city.
