Paris Fashion Week: beautiful people “Side-C Vol. 7 MULTIPLICITY”

A Japanese fashion brand, beautiful people unveiled its 2022 Summer/Spring collection at the Paris Fasion Week. This year's show was a digital show, and "Side-C Vol. 7 MULTIPLICITY" was held on October 3, 2021, Japan time.

Wieden+Kennedy Tokyo ("W+K") participated as a creative partner, along with the video production team NAKAMA and the video director Gen Yoshida. Photograph is by Nico Perez. 

The creative directors of W+K are Kyoko Yonezawa and Phillip Cho, commented as follows: 

This partnership has given us the opportunity to see the process of making yarn and fabric, all the way to the creation of the garments,making us able to understand and absorb the creative philosophy of the members of beautiful people.In order to show multiplicity in a way that only a digital show can, we tried to show the process of changing clothes,and to incorporate the concept of multiplicity in the video techniques and music as well.

The challenge was to capture the various expressions of the clothes that cannot be shown on the real runway. - Kyoko Yonezawa, Creative Tech Director of Wieden+Kennedy 

W+K and beautiful people are also partners in the sub-brand "beautiful people feels," which was launched in 2020, participating in product development, illustration, and communication planning and production.