Key visual for Mercedes-Benz Fashion Week TOKYO 2013-14 A/W announcement

We are pleased to announce the completion of the key visual for the upcoming Mercedes-Benz Fashion Week TOKYO 2013-14 A/W, which will take place from March 17~23, 2013. Same as previous, it has also been prepared by Yuni Yoshida as creative and art director to complete the project within Japan, making use of the new Mercedes-Benz A-Class that went on sale in Japan in January.

The making video of this photo shooting will soon be released on the web, so we hope that you can enjoy the image and video together.

*This visual will also be on display at the Mercedes-Benz Fashion Week NEW YORK beginning on Thursday, February 7.

【CONCEPT】
The visual has a gravity-defying three-dimensional quality that continues the visual style of the 2013 S/S billboard. The image is intended to express the overflowing power of fashion; the new Mercedes Benz A-Class makes an appearance in a further emphasis of that message. Girls who find pleasure in dressing up, playing and working and the new A-Class, the pulse of a new generation—we included both of these things that match the fashion scene of Tokyo in a single visual to express the unusual everyday life of girls who enjoy fashion powerfully.

【STORY】
Our fashionable girls are out for a night on the town in the new A-Class. Still brimming with excitement after indulging in shopping and dining to their hearts’ content, the A-Class arrives at their apartment. However, propelled by the girls’ excitement the A-Class scales the building’s wall! The tired girls climb out of the A-Class to relax in the evening breeze. The sight of the girls unwinding on the wall is alluring, while also slightly comical. The image conveys a sense of excitement that a different experience is always waiting when you venture out for a night on the town in the A-Class.

【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. Her recent major works include Laforet Harajuku, promotional visuals for the performance “The Bee” featuring Hideki Noda, and the station ID for Space Shower TV featuring Kyary Pamyu Pamyu.

■PHOTOGRAPHER
Kazunali Tajima (MILD)

■STYLIST
Kyoko Fushimi

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

■MODELS
Kadri (DONNA)
Destiny (ZUCCA)
Martyna (BRAVO MODELS)