Beautiful People - “MULTIPLICITY” Paris Fashion Week

This year, a fashion brand “beautiful people” presented their ”Side-C Vol. 7 MULTIPLICITY” at the Paris Collection online. Wieden+Kennedy Tokyo participated in the project as a creative partner, together with the video production team NAKAMA, video director Gen Yoshida, composer Kyo Acerbis Kitayama, and still photographer Nico Perez.

Side-C is a design technique and process advocated by beautiful people to make conflicting things harmonize and coexist. For Side-C Vol. 7, we took on the challenge of adding diversity to a single piece of clothing – inside and outside, up and down, front and back, left and right, and rotating around. A single piece of clothing can be worn from many different angles, maintaining its function while dramatically changing its form in a number of ways. The "Multiplicity" of the garment adapts to different situations, rain or shine, work or vacation, as well as at home or in the city.

This partnership has given us the opportunity to see the process of making yarns and fabrics, all the way through to the finished garment, and to understand and absorb the creative philosophy of beautiful people. In order to show multiplicity in a way that only a digital show can, we tried to show the process of change in the clothes and to capture the various expressions of the clothes that cannot be shown on a real runway, by incorporating the concept of multiplicity in the video techniques and music.