Category: Advertising

Rei Kawakubo, designer at Comme des Garçons’ extends her aesthetic vision beyond clothing to embrace every facet of her company, delivering both an impressive consistency and an innovative boldness to the brand globally. The controlled presentation of her clothes stands out against the architecture of her shops, which always include the prominent presence of photography, graphics, and packaging. Like the brand’s fragances which are numbered instead of being named, promotions and announcements are often numbered series. Content within each effort is generally light on text, often relying on the juxtaposition of strong bold images usually not directly related to the clothes themselves. Innovative formats, interesting materials and high quality production all make a Comme des Garçons promotion something to covet. And in this world with an increasingly short attention span, that is quite something…