# Updated Harajuku-Chic Campaigns The Armani Fall/Winter 2012/2013 Film Gets Lost in Translation By Romina S. Cortellucci | Published 2012-06-11 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/armani-fall-winter-2012-2013-film References: [fuckingyoung.es](http://fuckingyoung.es/emporio-armani-fallwinter-20122013-film/) & [armani](http://www.armani.com/) To show off the chic collection, the [Armani](https://www.trendhunter.com/trends/prisma-glass-lip-gloss) Fall Winter 2012/2013 film experiences Tokyo by night. The recently released film shows off the Italian fashion house's latest campaign. Shot in Tokyo by Alasdair McLellan, the video follows models Anna de Rijk, Tao Okamoto, Alfred Kovac and Paolo Anchisi as they glide through the city. From cab rides to more intimate situations, the film is illuminated by the glistening city lights. From the backdrop to the cinematic shots, the fashion video channels Sofia Coppola's Oscar-winning film Lost in Translation. The futuristic nature of Tokyo provides the perfect skyline for these elegantly fashion-forward frocks while the spontaneity of the nocturnal city fills the frame as the line's chrome-colored clothing shines. ## Trend Insights (Trend Hunter) - Score: 1.8/10 - Popularity: 21% | Activity: 26% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Key Themes Behind This Trend - **Harajuku-chic Fashion:** Armani's use of Tokyo as a backdrop for their film highlights the trend of incorporating Harajuku-inspired style into high fashion. - **Futuristic Fashion Campaigns:** The use of Tokyo's skyline highlights a growing trend of incorporating futuristic elements into fashion campaigns. - **Cinematic Fashion Films:** The film's cinematic shots and references to Lost in Translation highlight a trend of fashion brands creating film-like advertisements. ### Where This Applies - **Fashion Industry:** Fashion brands can capitalize on the Harajuku-chic and futuristic trends by incorporating unique styles into their designs and marketing. - **Film Industry:** The trend of fashion brands creating film-like advertisements creates opportunities for collaboration and cross-promotion with the film industry. - **Tourism Industry:** Fashion campaigns like Armani's can boost tourism to a specific city by highlighting its unique qualities and culture. ## Related on Trend Hunter - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Monochrome Fashion Campaigns](https://www.trendhunter.com/trends/jiyongkim-fw25.md) - [Star-Studded Fashion Collections](https://www.trendhunter.com/trends/winter-2025-campaign.md) - [Cinematic Fashion Films](https://www.trendhunter.com/trends/the-tiger.md) - [Experimental Fall Wardrobe](https://www.trendhunter.com/trends/khaotique-noir.md) - [Shoppable Luxury Fashion Films](https://www.trendhunter.com/trends/luxury-fashion-film.md) - [Fashion Brand Christmas Ads](https://www.trendhunter.com/trends/chanel-winter-tale.md) - [Authentic Fashion House Campaigns](https://www.trendhunter.com/trends/springsummer-2024.md) - [Exploratory Rose-Centered Fashion Campaigns](https://www.trendhunter.com/trends/eva-green.md)