Shopping Guide
This one is sure to surprise a lot of people. Vanquish Venus is a collaboration project between the fashion brand Vanquish and female artists. The project began in March 2012 with the goal of turning heads and attracting people to the store who wouldn’t normally stop in. As the fourth part of the project, a promotion video featuring Hatsune Miku was released in November 2012.
With a smile on her face, the creative director of Vanquish Venus, Yoshinori Okada, explained, “Miku is the ideal model, from her poses to her style.”
In the same way as a normal model, when decorating the display for Miku, Vanquish Venus was conscious of whether the color of the clothes matched her hair. When it was finally unveiled, they received a bigger reaction than they were anticipating. Customers took pictures of the display and uploaded them to SNS sites, and word of the display spread with surprising speed. The display became quite a hot topic. Yoshinori explained, “We were able to widen the Vanquish brand name to those who had never heard of it before. This has had great value for us.”
Furthermore, an original Hatsune Miku song was created for Vanquish by the Vocaloid specialty label Karent. On every point, the Vanquish Venus x Hatsune Miku collaboration has crossed far beyond the boundaries of today’s fashion and ensured the company’s future.
This first use of Hatsune Miku as a fashion model has given rise to even more collaborations within the industry. For example, the costumes worn by Hatsune Miku at her opera were designed by a famous overseas brand. Vanquish is evidence of the positive impact that fusing the apparel world and the digital world can have. We can’t wait for an even more powerful second collaboration between Vanquish and Hatsune Miku.
Source:
http://nlab.itmedia.co.jp/nl/articles/1302/19/news108.html (Japanese)
Sonoko Ikeda http://sonoko0511.jp/
© Crypton Future Media Inc. www.piapro.net
