NEWoMan SHINJUKU OPENING DAYS 2023AW

“OPENING DAYS,” a semi-annual fashion event at NEWoMan SHINJUKU, was held for 3 days from August 18th to 20th to coincide with the start of the new season, as an attempt to encourage visitors from the buying public to visit the store.

IN FOCUS was in charge of art direction and content production for the event continuing from last season. We produced the key visuals for “OPENING DAYS,” decorations inside the building during the event, directed an exhibition by headpiece creator and hair/makeup artist Hitomi Matsuno, and produced video content for SNS by stylist Kei Shirahata. We also produced a talk show at the museum in which the two artists took the stage.

The event title “Playful & Timeless” was derived and interpreted from their 2023AW theme “It’s My Style: My Style Classic,” and the key visual was a playful design of standard check, flower, and staggered plaid patterns arranged in a modern way. We asked Mr. Matsuno and Mr. Shirahata to symbolize “Playful & Timeless” as an expressionist who combines inherited and new techniques with their own personality, and as a fashion professional who has a core style while keeping up with trends.