Beautiful People Feels
beautiful people is a Japanese fashion brand, and W+K Tokyo partnered with them to launch a new sub-brand, beautiful people feels. Collections are based on feelings rather than trends or seasons. It’s fashion, darling.
I joined the project after the name was decided and the first collection had been dreamed up, and worked on defining and launching the brand. I then got to work on the product creation for the second collection. Lucky boy.
Brand Launch
From their website to a launch film, we created a world where beautiful people feels was run by naive scientists of feelings. Shot on 35mm inside an abandonded hotel from Japan’s bubble era. Lol yep, that’s me as one of the feels engineers, Di Caprio was busy.
Products
We brought the initial concepts, Beautiful People brought the fashion design and production, and together we refined them into what you see below.
Tangled Accessories
For when you wake up late and don’t have time to tangle your necklace or earrings. The tangled accessories are designed to make you feel messy.
Measuring Bag
The measuring bag is smarter for you and also for the planet. It is made from recycled umbrellas in collaboration with Plasticity. Do not forget it at the combini or your office like people often do with umbrellas. Do not try to use it as an umbrella as this could prevent smarter feels. Do not machine wash. Do not iron. Put your things inside it and feel smarter.
Climbing Partners Belt + Leash
We have recreated the feeling of exploring with your best friend. The Climbing Partners Belt + Leash is designed to make you and your dog feel closer by going on adventures together.
Layered Sacoche
Place your stuff in different pockets depending on how much you want to hide them. The layered sacoche is designed to make you feel shy.
Tote Bag For Two
For two people to carry at the same time, however heavy or light the load is. This bag is designed to make two people feel closer, emotionally and physically.
Reheatable Sandals
This was a product that was initially intended for the first launch, but it took quite a lot of R&D and TLC to get it into the world. As such, I didn’t work on the initial concept, but I did work on the launch and the packaging and all the other bits and bobs. You’re most welcome Freddy, Phillipa and Andrew.
Having cold feet has been proven to severely prevent cozy feels. Pop the button to activate the gel and heat your feet. The reheatable sandals are designed to make you feel cozy, again and again.
Reminder Socks
Speaking of the first collection, the most popular products were socks that you buy individually. Pair up a noun and a verb to remind you of what to do. For season 2, we added a hint of colour with some extra closer feelsy verbs and nouns, ‘Love’ and ‘Hug’, and ‘Friend’ and ‘Lover’. Please pair them up responsibly and wholesomely. That means no Dad Lovers, ok?
Reminder socks ensure you make time for the ones you love. Reminders require two socks, start with a noun and add a verb. These socks are designed to make people feel closer.
ECD: Scott Dungate
Art Director/Designer: Shohei Kawada
Japanese Copywriter: Asami Yamashita
Creative: Kyoko Yonezawa
Launch Film Director: Tanaka Yusuke