Global design-driven creative agency monopo reveals its collaboration with fashion brand CFCL, founded by the former designer of Issey Miyake Men, Yusuke Takahashi: a movie capturing the Paris Fashion Week spring / summer 2023 collection reflecting the brand’s identity and values.
To develop a narrative that embodies CFCL’s philosophy while showcasing the collection, monopo created guidelines which harmoniously embrace the brand’s intention while keeping a futuristic and artistic style to reflect the innovative approach of the brand. CFCL stands for “Clothing For Contemporary Life” – a brand value that is reflected through not only a cutting edge style but also by providing a fresh perspective with knitwear as to how brands can revolutionise the foundation of ready-to-wear clothing.
The collection movie takes the viewers on a journey to an alternative universe, curated by the scenographer Nile Koetting. Working closely with the brand, monopo helped in developing sculpture-like models and performers dressed in CFCL garments, expressing the future which the brand imagines. Film director Sebastian Beyrer elevated the piece by dynamically cutting between two alternate realities, hinting at the garments’ origin, which are mainly recycled polyester material.
Asako Tomotani, Creative Producer at monopo Berlin, said: “I was naturally drawn into the universe of CFCL and its collection concept for SS23. As they walked me through the vision, I was taken on a journey of a colourful neo-futuristic discovery. What’s very exciting is that this is an entirely new representation of Japan and a representation of the people who are working towards the future. We worked closely with the Creative Director Yusuke Takahashi and the scenographer Nile Koetting to send this message we believe in.”
The film is not just a show report, but a deep immersion into the spirit of the brand. monopo is taking the viewers on a journey, just as the guests at Paris Fashion Week experienced. Shooting at the historical Palais de Tokyo, the creative agency also made sure to highlight the various aspects of the location to immerse the viewers into the neo-futuristic CFCL universe. The contrast between the future-forward brand and the historical Palais de Tokyo created a unique balance between tradition and contemporary art, and that is exactly what monopo believes to be essential in the creativity process.
Yusuke Takahashi, CFCL Founder & Creative Director at CFCL comments: “This movie was not only a report of the show, but also the result of our consideration of what is needed today, when the roles of physical and digital post-Corona have changed dramatically. We wanted to provide an experience that would allow those who were not there to feel the special experience that those who saw the physical presentation got. We are extremely grateful to have partnered with monopo on the collection movie.”
The clothing CFCL envisions for contemporary life is not only sophisticated in terms of design and functionality, but also created responsibly and transparently. In 2022, CFCL became the first apparel brand in Japan to be certified as a B Corp organization, an international standard for businesses that demonstrate high social and environmental performance.
- Agency/Creative: monopo
- Article Title: monopo Captures The Challenge of CFCL’s Paris Fashion Week Presentation
- Organisation/Entity: Agency
- Project Type: Visualisation
- Project Status: Published
- Agency/Creative Country: Japan
- Agency/Creative City: Tokyo
- Market Region: Global
- Project Deliverables: Brand Guidelines, Film, Motion Graphics, Photography
- Industry: Fashion
- Keywords: Paris Fashion Week, brand movie
Creative agency: monopo