We have Yuni Yoshida as our creative & art director this season and it is our first time to have the director collaborate with the Mercedes－Benz Presents Designer which is “et momonakia” this time. They have expressed the overflowing power of Tokyo Fashion.

Mercedes-Benz Fashion Week TOKYO 2013 S/S
Key Visual

【CONCEPT】
Enormous billboards appear in Tokyo.
The realistic and vigorous fashion photos appear as though the models might jump out at any moment.
Actually, upon closer inspection, real live models are stuck onto the billboards!

Two visuals depicting night and day were produced.
The billboards tell a humorous story of models who strike cool poses during the day in elegant et momonakia dresses, but when it is night and they are done for the day, their expressions relax and they climb down from the billboards to hit the town.

This was also an attempt to convert the Mercedes-Benz Presents designer et momonakia’s brand concept of “borderline between fun and elegance” into fashion photos.

This visual mainly aims to express the dynamism of Japanese fashion; the overflowing power which cannot be contained in a two-dimensional visual.
Unique and expressive items which raise the spirits of those who wear them—perhaps this is the allure of Japanese fashion, which continues to attract people from around the world.

【STAFF】
■CREATIVE & ART DIRECTOR
Yuni Yoshida
Born in Tokyo in 1980. After graduating from Joshibi University of Art and Design.
Yuni YOSHIDA joined Onuki DESIGN.
In 2006 she joined Uchu Country as art director.
She started freelancing in the following year.
Since then she has been working on a wide range of jobs including advertising, product design, CD jacket design, and book design.

■PHOTOGRAPHER
Kazunali Tajima (MILD)

■STYLIST
Toshio Takeda (MILD)

■HAIR & MAKE-UP ARTIST
Katsuya Kamo (mod’s hair)

■MODELS
Val (BRAVO MODELS)
Noa (WIZARD MODELS)
Klaudia (BRAVO MODELS)

All dresses: et momonakia（Mercedes-Benz Presents designer）

【CREDIT】
Left
Dress／et momonakia(PR01.)
Shoes／NORITAKA TATEHANA(NORITAKA TATEHANA)
Belt／TARO HORIUCH(HiRAO INC)
Necklace(Mirror ball)／Malcolm Guerre(Sister)

Center
Dress／et momonakia(PR01.)
Shoes／NORITAKA TATEHANA(NORITAKA TATEHANA)
Bangle(claw)／AMBUSH(CANDY)
Bangle(gold plate)／flake(PR01.)

Right
Dress／et momonakia(PR01.)
Shoes／NORITAKA TATEHANA(NORITAKA TATEHANA)

【CONTACT】
■PR01.
4F 1-6-14 Jinnan, Shibuya-ku, Tokyo
Tel：+81(3)5457-1195
http://www.pr01.com/

■NORITAKA TATEHANA
Parel Royale 211　5-4-6 Aoyama, Minato-ku, Tokyo
Tel：+81(3)6419-7927
http://noritakatatehana.com/

■HiRAO INC
306 1-11-11 Jinnan, Shibuya-ku, Tokyo
Tel：+81(3)5771-8809
http://hirao-inc.com/

■CANDY
1F FAKE, 18-4 Udagawa-cho, Shibuya-ku, Tokyo
Tel：+81(3)5456-9891
http://www.candy-nippon.com/

■Sister
2F FAKE, 18-4 Udagawa-cho, Shibuya-ku, Tokyo
Tel：+81(3)5456-9892
http://sister-tokyo.com/