Ukiyo-e Meets Denim

ONLY, a European denim label aimed at young women, was launching a Japan- denim series and needed a visual campaign to carry it.

The idea: dress a traditional Japanese figure in the denim itself, and draw it in a woodblock-print style so the contrast between old and new does the talking. The illustration ran across the key visual, hangtags, and tote, tying the collection together with one recognisable look.