Seventh Debuts "People of Tokyo" Campaign For Second SS25 Drop
The London-based label continues to show its love for Tokyo with a special campaign featuring faces from the city’s creative community.
Following its recent arrival in Japan in partnership with BEAMS T, London-based label Seventh has crafted another campaign set in the city streets, featuring local creatives including Orion Johnson, Makki Kowa, Saura Yuriko, Kota Ikemoto, Atsushi Okayama, Kotaro Yamamoto, Mana Harakawa and Kouta Tsukuda. The second drop from its SS25 collection focuses on roomy, minimalist silhouettes rendered in crisp, sturdy fabrics for the summertime.
“As we continue to grow our global community, we’re honoured to present the People of Tokyo, a heartfelt chapter in our Spring Summer journey,” Seventh said in an Instagram post. “This project allowed us to finally connect with the creative community on the ground, capturing incredible individuals in the streets of Shibuya and beyond,” it continued.
Key elements like indigo denim and oversized cuts nod to the sensibilities of Japanese style, informed by heritage styles like Hakama pants and collared school uniform shirts. Bold pleats and unconventional darts give workwear styles a sartorial flare, including a pair of denim trousers and a matching khaki twill set, worn by chef @koutatsukuda. “Tokyo has long been one of our biggest inspirations – its culture, its style, its spirit,” Seventh said.
Seventh’s S24 Project Two launches at the brand’s webstore on Wednesday, April 30 1pm EST (7pm BST).
