Overview
Services
Brand Strategy
, Creative Direction
, Campaign Development
Approach
Conducted research on Yamamoto's heritage, Gen Z preferences, and competitor strategies.
Proposed Hybrid: an exclusive retail + collaboration platform launching in Shanghai & New York.
Introduced the first collaboration with Yayoi Kusama, blending her pop-art with Yamamoto's silhouettes.
Designed retail spaces with immersive, tech-driven experiences (AR mirrors, digital billboards, displays).
Crafted a multi-platform rollout, social media campaigns, UGC initiatives, and editorial partnerships.
outcomes and impact
Delivered a repositioning strategy and sub-label concept that reinvigorated Yamamoto's brand presence with Gen Z through art, collaboration, and digital-first retail experiences. Reintroduced Yamamoto as culturally relevant in the luxury streetwear market. Created a scalable blueprint for seasonal collaborations and exclusive product drops. Positioned Hybrid as a bridge between avant-garde heritage and Gen Z innovation, sustaining long-term growth potential.
