20th Anniversary Campaign

2012 marked the 20th anniversary of Issey Miyake’s futuristic Pleats Please line: his collection of tightly pleated polyester dresses, tank tops, pants and scarves. Creative Director Taku Satoh created monthly ad campaigns that likened the fabric to scrumptious-looking food like whipped cream, wine and nutella. “I wanted to create a visceral reaction; something akin to ‘that looks delicious’ and ‘I want to wear that,’ said Sato.

The campaign has won the 2013 JAGDA award for best poster and will be on display, along with other entries, at Midtown Designhub in June.