Fashion chameleon Nigo, the creative force behind Human Made and Artistic director of Kenzo, brings his East-meets-West aesthetic to life in a vibrant campaign for Kenzo’s Spring/Summer 2024 collection. Launching this Monday on digital channels and billboards across China, the campaign takes viewers on a captivating tour of Paris, highlighting both iconic landmarks and the collection’s stylish offerings.
Prepare to stroll the streets of Paris with a Japanese twist. From the Rue Vivienne, Kenzo’s Parisian headquarters, or the Place des Victoires, once home to the historic Parisian flagship store, to the Arc de Triomphe and the futuristic underground tunnel that tourists traverse to reach the landmark, to the ornate Hôtel de Soyecourt, better known as the longtime residence of Karl Lagerfeld and one of the most beautiful townhouses on the Left Bank of the French capital, photographer Keizo Kitajima paints a picture of youthful energy and cultural exchange. Various models showcase the collection’s signature Japanese silhouettes against the backdrop of the French capital’s iconic architecture. Meanwhile, filmmaker Frank Lebon captures the movement and spirit of the campaign with dynamic shots and reflections on color, further emphasizing Nigo’s playful and personal touch.
This isn’t the first time Nigo has fused his Japanese roots with Parisian flair. His Fall/Winter 2023 campaign similarly explored his favorite spots in Osaka and Kyoto, showcasing a similar East-West dialog. The Spring/Summer 2024 campaign continues this theme. His Spring/Summer 2024 collection itself debuted on the Passerelle Debilly, the Parisian pedestrian bridge that connects the easterly Palais de Tokyo to the quintessentially western Eiffel Tower.
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Kenzo describes the campaign as a reflection of the “cross-cultural chemistry” at the heart of the brand. The juxtaposition of Japanese silhouettes against Parisian backdrops embodies Nigo’s unique approach to fashion, where cultural boundaries are blurred and individuality is paramount. As Kenzo puts it, “Recontextualized in the campaign’s Parisian environments, the wardrobe’s Japanese silhouettes and their Western surroundings echo the code-switches intrinsic to the vision of Nigo“.
With its vibrant imagery and diverse cast, the Kenzo Spring/Summer 2024 campaign is a captivating invitation to embrace the beauty of cultural fusion.
Read more: Kenzo Fall/Winter 2024 – Paris Fashion Week Men’s
