V&A Dundee: Kimono

Challenge

Following the success of Tartan, we were honoured to return as the creative lead for V&A Dundee for the second consecutive year, this time focusing on their new exhibition, Kyoto to Catwalk. The exhibition explored the rich history and cultural significance of the kimono, shedding light on its profound impact on global fashion. While traditionally viewed as a timeless and unchanging garment, the exhibition aimed to shift this perception by presenting the kimono as a dynamic, evolving fashion icon, showcasing its transformative influence over the years.

Approach

Our primary objective for the campaign was to authentically tell the story of the kimono, highlighting its cultural significance and lasting effect on fashion worldwide. We sought to demonstrate how this iconic garment has inspired trends and shaped styles globally. Adopting a digital-first approach, we aimed to create an engaging and immersive experience bringing the kimono’s history to life. Through a combination of striking visuals, interactive content, and compelling storytelling, the campaign invited audiences to emotionally connect with the kimono’s beauty and heritage. By blending traditional elements with a modern sensibility, the campaign reached a global audience, reigniting appreciation for the kimono’s lasting influence in the fashion world.

Campaign

Photography:
The campaign’s visual approach was carefully crafted to balance modern appeal with a strong foundation in high-end fashion. Photography played a pivotal role, so we collaborated with the talented Laura Prieto Martin. Her expertise in 35mm and medium format photography perfectly complemented our vision. The grainy texture of film added an organic quality to the images, providing depth and character that digital photography often lacks, creating a rich and timeless feel throughout the campaign.

Videography:
For the video component, we once again partnered with Flux Video, embarking on an ambitious five-day shoot across three cities. The project featured a combination of indoor and outdoor locations, one being the stunning Japanese Gardens in Dollar. This serene location provided a striking contrast to the bold, brutalist architecture of the V&A Dundee, allowing for a visually compelling juxtaposition in the final edit.

To ensure authenticity, we enlisted renowned kimono expert Mamiko Sato from Kimono de Go to oversee styling. Additionally, Japanese calligraphy artist Tomoko Rowell was brought on to create the script used throughout the campaign’s design elements, including printed materials and projections in the main film, seamlessly blending tradition with modern design.

The results speak for themselves, with the campaign exceeding targets for both footfall and income by more than 20%. On top of this, the creative was so loved by its target audiences it generated record levels of engagement across all channels, particularly Meta.