Seventh in Tokyo
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Seventh in Tokyo .
SS25 Campaign & Cultural Collaboration – Tokyo, Japan
Project Type: Global Campaign Direction
Role: Styling Direction, Cultural Research & Campaign Strategy
Location: Tokyo, Japan
Seventh’s first visit to Japan marked a major moment for the brand’s global expansion.
Tokyo has long influenced the brand’s approach to silhouette and design, particularly through Japanese workwear traditions and oversized garment construction.
This campaign explored the intersection between Seventh’s identity and Tokyo’s creative community through multiple visual projects across the city.
I worked closely with the creative director to develop a research-led strategy deck that guided the visual direction of the trip.
The research focused on Japanese workwear heritage, traditional garments such as kimonos and tabi footwear, and the way these influences have shaped modern Japanese street style.
This research informed the styling direction used across all campaign segments, ensuring the garments felt authentic within the Tokyo environment.
Creative Strategy & Research
People of Tokyo
People of Tokyo – Act I & II
The People of Tokyo series celebrated the individuality and creative spirit of the city’s community.
Local creatives and residents were photographed throughout Shibuya, showcasing how Seventh’s silhouettes interact naturally with Tokyo’s unique street style culture.
The Seventh Suppers series explores the relationship between food, community and culture.
In Tokyo, the project highlighted local restaurants and the people behind them, styling chefs and staff in Seventh garments while documenting the atmosphere of their kitchens and spaces.
Restaurants featured included:
• Toraya – Kushiyaki restaurant in Shibuya
• Menchirashi – contemporary Udon restaurant in Harajuku
Seventh Suppers – Tokyo
The trip also marked Seventh’s first collaboration with Tokyo retailer BEAMS T, featuring exclusive pieces designed specifically for the Japanese market.
The campaign was shot inside a traditional Japanese bungalow and celebrated the intersection of Japanese culture and Seventh’s core themes of community and brotherhood.
Seventh x BEAMS T
Styling across all segments was designed to reflect everyday Japanese silhouettes while integrating Seventh’s garments naturally into the environment.
The direction focused on:
• workwear-inspired layering
• relaxed oversized silhouettes
• neutral colour palettes influenced by Japanese architecture and interiors
Footwear partnerships included:
• Adida
Styling Direction
Seventh x BEAMS T
Pop-up event
The collaboration culminated in a pop-up launch event at BEAMS T Harajuku, celebrating Seventh’s official debut in Japan and bringing together the local community.
