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Farfetch celebrates Japan launch with interactive video campaign

farfetch_japan

Online marketplace Farfetch is dutifully nodding to Japan’s Manga art form with the launch of an interactive campaign video in tribute to the fact it is now shipping to and from the country.

The move comes thanks to the introduction of Tokyo boutique Restir on the platform (Farfetch’s first Asian store), as well as the launch of the company’s Japanese language site.

Game On, as the campaign video is called, allows users to choose their player and change up their look as they ride the streets of Japan. Hyper-real versions of the country’s diverse landscape are showcased throughout, and every piece is shoppable through the addition of Restir on the site. Check out the experience via the Farfetch website, or watch the teaser below.

Restir competed against five other boutiques in Farfetch’s third-annual Superstore contest in order to join its network. It won by public vote against Mahani in Dubai, Alter in Shanghai, Merchants on Long in Cape Town, Common People in Mexico City, and Koon with a View in Seoul.

Said José Neves, CEO and founder of Farfetch: “By signing Restir we are opening up the shopping world to Japanese fashion and designers – the fashions we will now be able to bring to our customers is even more diverse and exciting. Through Restir, we are able to give access to this unique viewpoint on fashion to a global audience and in turn offer Restir a new global customer.”

Previous winners have included Voo Store in Berlin and Le Mill in Mumbai.

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film

Heroes and villains front new Y-3 film 

Y-3 has launched a short film for the autumn/winter 2014/15 season tying together a superhero theme with Japanese manga inspiration.

Shot by Cedric Buchet with creative direction by Lloyd & Co, the spot is designed to be a playful exploration of good versus evil. “This dichotomy of opposing forces is the underpinning of this season’s story, creating a powerful, visible energy that resonates in the movements of the characters through fight-inspired scenes,” reads the write-up.

Models Katya Riabinkina and Adam Butcher are featured against graphic colours and daring patterns that nod to the comic book theme. A line screen dot treatment heightens the creative further, as do text boxes that appear to narrate the journey amd their impending conflict.

The manga theme also ties straight to the inspiration behind the season’s collection created by Yohji Yamamoto. “The collection pays homage to the couturiers of the 60s. I wanted to infuse this spirit into it. I was also thinking of superheroes and the kind of clothes they wear. Cut for an active and fighting lifestyle. So I brought these two worlds together,” he said.

The campaign will also appear in print and in-store display. It will be launched globally in September 2014.