Art, ClothingGuest UserFebruary 01, 2022japanese, subculture, original, culture, cdg, Comme des Garçons, advertising, marketing, ads, avantgarde

Comme des Garçons Print Campaigns : Out of The Box Advertising

Art, ClothingGuest UserFebruary 01, 2022japanese, subculture, original, culture, cdg, Comme des Garçons, advertising, marketing, ads, avantgarde

Since her Paris debut in 1981, Kawakubo has challenged the status quo in both mens- and womenswear with her radical use of references, proportion, and technique, in increasingly abstract shows.

Comme des Garcons has been able to thrive ever since due to the brand’s ability to evolve with time yet still staying true to its design identity.
A partial reason for the brand’s adaptation is their eccentric print advertisements, sometimes perceived as careless, which began over three decades ago.

“Perhaps because the CDG campaigns are conceived by a creative director who edits the contents from ready-made imagery rather than the fashion designer and photographer who produce them, the only consistent thing about them is their inconsistency. Yet collectively they build a compelling portrait of the brand as well as of its creators and the people who will wear the clothes.”
- Alice Rawsthorn

The most iconic CDG advertisement was made for the AW88 collection in which Kawakubo selected a photograph by Jim Britt of his two daughters laughing. It demonstrates the outside of the box approach she takes towards the company’s advertising.

Rei Kawakubo, head designer and CEO of Comme des Garcons, once told Suzy Menkes:

“It’s true to say that I ‘design’ the company, not just the clothes. Creation does not end with the clothes. New interesting business ideas, revolutionary retail strategies, unexpected collaborations, advertisements and nurturing of in-house talent, all are examples of Comme des Garçons creation.”