ISETAN ReStyle Re-Branding

ReStyle compiles a wide range of collection, from the latest pieces to vintage items of over 70 brands worldwide. It’s a styling store that continues to revamp and deliver its original concept. In 2021, for ReStyle’s 25th anniversary, the branding was re-established as a “place for self-building”. This shift to selected pieces followed their adaptation of “sustainability”, a growing standard in the fashion industry. This maintained their core aim of exploring and innovating fashion through the perspective of sustainable living.

The new brand slogan, “Beautiful Choice” calls for the spread of the beauty of individuals’ aesthetics. Along with the aforementioned slogan, “FOR MY WAY”, “FOR LOVE”, “FOR FUTURE '' were created as three style themes for future editorial projects at ReStyle. To express these new diverse topics, ReStyle’s “S” is placed as the symbol.

For the delivery of each concept—“For My Way”, “For Love”, and “For Future”—the 2021 Spring/Summer lookbook featured a model in diverse shots, in the collaboration with the wig artist, Tomihiro Kono, hair styling by Megumi Yoshida, and photos by Takako Noel.

Following their new slogan’s release, we were also responsible for designing the communication to plan and produce the concept movie. To visually convey the message of “Beautiful Choice.”, we featured four individuals each actively exploring various fields. The concept movie captures their personalities, values, and beautiful choices that express ReStyle’s statement—“Style your way of life”.