The Kenzo women's pre-fall 2016 collection was promoted using a creative interpretive film of 'Momotarō' -- a classic Japanese story. The short film, titled 'Sun to Sun' was shot in a number of stunning locations, which includes Kamakura, Fujisawa and Tokyo.
The plot follows a female-only biker gang that's headed by a girl named Momoko. It shows the women riding through the city and focuses in closely on the film's lead character, giving the clothing line a short yet compelling introduction. By associating the brand with the classic folktale, Kenzo makes clear its Japanese influence and depicts its consumers as fearless women. Included on the company's page that promotes the line are interviews with members of the film's cast, with the bikers speaking to how strong they feel on the vehicles.
The Kenzo women's pre-fall collection includes the pieces worn by the bikers, allowing consumers to envision themselves as powerful as the women shown in the promotional video.
Empowering Apparel Campaigns
This Kenzo Women's Line is Promoted with a Biker Gang Film
Trend Themes
1. Interpretive Film Promotions - Brands can create interpretive films to promote their collections, providing a unique and captivating way to showcase their products.
2. Incorporating Classic Stories - By incorporating classic stories in their promotional campaigns, brands can highlight their cultural influences and connect with consumers on a deeper level.
3. Empowering Female Representations - Brands can empower women by featuring strong female representations in their campaigns, inspiring and resonating with their target audience.
Industry Implications
1. Apparel - The apparel industry can leverage interpretive film promotions to create engaging and memorable marketing campaigns for their collections.
2. Film Production - Film production companies can collaborate with fashion brands to create visually stunning and conceptually rich promotional films.
3. Women's Empowerment - The women's empowerment industry can partner with fashion brands to promote messages of strength, independence, and fearlessness through their campaigns.