Playfulness Breaks Japanese Traditional Boundary EVISU Fall/Winter 2017 Fashion Series Advertising

In the autumn/winter season of 2017, EVISU sought to deepen its interesting and interesting images. It recruited Will Goodan, a multimedia artist from Japan who had spent many years in Japan, to inject images with his unique Japanese humor, and through four models of different nationalities. Shows the theme concepts of EVISU and EVISUKURO this season.

Born and raised in Los Angeles, Will Goodan, who specializes in using dim environments to create unique color contrasts, is known for his bizarre style in film and photography. Will Goodan, who moved to Tokyo, Japan in 2010, has also served as artistic director of W+K, and later began to engage in more diverse areas in 2014, from photography to modern art, high fashion, 3D animation, and interactive installation art. The units include Laforet Harajuku, a well-known department store in Tokyo, NYLON, and intelligence magazine.

As for the four different nationality models for the interpretation of EVISU and EVISUKURO autumn and winter advertisements, Keisuke Asano, Max, Alison Vanderbilt, and Miki Ehara. Asano is a multi-talented American-Japanese hybrid who has become a model for many Japanese fashion brands and fashion magazines in recent years. He is also a boyfriend of the famous Japanese model, Mona Matsuoka; and Max, Alison Vanderbilt, and Miki Ehara. It is an international model, and it is not difficult for us to find them from major international brands. At the same time, Max is the first black model that EVISU used. These faces not only have avant-garde and unique image and brand spirit match each other, but also the differences in nationality and background show the plasticity between people, and even represent the image of EVISU international brand.

Through this combination of EVISU's creative ideas in this season, Will Goodan's unique fashion sense, and four models of different nationalities, the 2017 autumn and winter image ads have successfully created a complete surrealistic atmosphere, and the company's interesting DNA and The attitudes are integrated with each other: strange and playful, but at the same time they do not forget to display Japanese traditional culture.

Evergreen Collection

Playful with the impact of tradition: EVISU 2017 autumn and winter image advertising

EVISU's Evergreen Collection uses "Japanese Legends" as the theme for the 2017 autumn and winter season to showcase the extraordinary embroidery craftsmanship of Japanese professionals through a variety of different elements. Will Goodan, who has performed this season's image advertisement, has been inspired to use trains and baths (Sento These scenes, which are common in Japan and have a strong visual impact in the eyes of foreigners, create an ingenious and playful image advertisement. In addition, models in the bathhouse or on the train are all using a quirky physical movement to create a playful and relaxed atmosphere without sacrificing the essence of Japanese cultural heritage. The unique visual effects perfectly explain the interpretation. The perfect combination of tradition and modern style will make you unforgettable.

EVISUKURO series

Breaking the gap between time and space: EVISUKURO 2017 autumn and winter image advertising

Inspired by the war between the two great mythical figures in Japan - Musashikata (Muslim Festival) and Prajna (Buddha), the concept of EVISUKURO's image advertisement in this season is about balance and darkness, to the models. Modern sportswear is worn and combined with scenes created by traditional Japanese-style buildings such as temples and tatami mats. Not only that, but in the unexpected manner of using mirrors in image ads, the concept of “reflection” in the EVISUKURO series is presented and brought up to further strengthen the “fighting” theme of the 2017 autumn and winter series, creating bold and interesting visual effects. It also breaks the gap between the times and the culture between the past and the present.

Let the print ads come to life: EVISUKURO 2017 Fall Winter Collection

In addition to print ads, a new series of autumn/winter 2017 short films was also released. The short film is based on the Japanese traditional decoration. The model makes unconventional movements and actions in such an environment. It is full of quirky and playful atmosphere for the audience to visually impact, and through the unique artistic touch and ingenious techniques, let agent 2017 The theme of autumn and winter series live in front of everyone now.

EVISU story

EVISU was founded in Osaka, Japan, in 1991. The name was inspired by EBISU Ebisu in Japanese mythology (also known as Ebisu, Barbara, Japanese: えびす). At first, the brand can only produce about fourteen pairs of jeans each day, and it is hand-painted with a seagull pattern on the back pocket of each pair of jeans. Because of this love of jeans and the meticulous attitude to detail, EVISU is quickly being held. The highly demanding Japanese fashion industry loved it, and it even sparked an upsurge of vintage jeans that swept the world. EVISU's persistence and focus in the past 20 years has earned a reputation and praise for the brand, which has become a favorite of many jeans collectors and trendsetters. While being internationally renowned, it does not reduce the stringent quality requirements of the brand, and the uniquely valuable core values ​​have long been entrenched and become a classic in the history of jeans.

"BEFORE ANYONE DID ANYTHING EVISU DID EVERYTHING"

EVISU's slogan was inspired by John Lennon, the Beatle member, who praised “The Rock King” Elvis Presley’s famous phrase “Before anyone did anything, Elvis did everything”. Elvis Presley has become the classic character of rock music with its creative music and wonderful performances. Later, the founder of EVISU, Mr. Takeyama Yamashita, borrowed this quotation and changed it to EVISU's brand slogan. The slogan was also used by the brand in 2012 to celebrate the 20th anniversary of EVISU's establishment of the ready-to-wear collection. As a pioneer in denim apparel, EVISU is known for its unique sand-washing technology and exquisite details, and is dedicated to the spirit of corporate slogans, making EVISU an immortal symbol of denim apparel.

EVISUKURO

Only black, beyond denim. Agents often show Japanese traditions to global trendsetters in jeans and clothing through classic designs and culture. At the same time, he also hopes to demonstrate his untenable attitude through bold design elements. In 2016, the agent launched a brand new EVISUKURO branch line on the fifth anniversary of the brand's arrival. With its new tailoring, fabrics, and colors, the agent is dynamic and dynamic. KURO? means black in Japanese. As the name suggests, EVISUKURO's theme is black, and as a slogan, it creates adventurous and youthful clothing.及 and ? beyond denim and ? only limited to black only to black represents EVISUKURO In addition to the main black and white, but also with the theme of the season or popular colors, providing a wide range of choices; As for the surpassing denim represents EVISUKURO The variability fashionable element combines the most popular street-style street wind with functional elements of movement and meets the needs of daily life. For example, cool cool denim, high-tech reflective materials and waterproof pulls are used. The men's collection focuses on contemporary simplicity and comfort, while women's wear focuses on unique and elegant cuts and fabrics, such as mesh and gauze, to show the femininity of women. EVISUKURO promotes the “ATHLEISURE Watch”, a sports model that combines leisure and fashion, creating a brand new page for the brand history.