At time only recently launched products lacked a brand image. When I was first contacted, the request was only to shoot without precise direction. The project started by a vast analysis from competitor to the current market in Europe where Velarof first intended to expand its presence. The idea quickly became clear that the elegant youth in their 30s to 40s were the right target. Making sure to stay in the right line of brand communication was important always respecting the product itself which are pattern driven underwear with made in Japan material quality.
Images were shot mainly in Milan, Italy in various locations such as apartments and studios. Majority of photography were used on their social media platform to first create the total look of the brand and increase awareness which we hoped will eventually lead to stronger presence in the market.
Art direction: Yuta Kurimoto Photography (lifestyle): Keila Guilarte
Photography (lifestyle) assistant: Francesco Colombo Photography (still life): Michael Gardenia (Fusillo Lab)
Photography (studio): Alberto Strada
Styling: Marco Vandenhove Styling assistant: Giovanni Tritto
Model: Ayrton De Quadros, Felipe Duarte (Independent) & Vitor Bassetto (Fashion Model Management)
Client: Velarof Location: Tokyo, Japan / Milan, Italy Year: 2021
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