Seventh Debuts “People of Tokyo” Campaign For Second SS25 Drop

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In collaboration with BEAMS T, Seventh London, a fashion label, has created a new marketing campaign in Japan, showcasing local talents such as Orion Johnson, Makki Kowa, Saura Yuriko, Kota Ikemoto, Atsushi Okayama, Kotaro Yamamoto, Mana Harakawa, and Kouta Tsukuda. The second release from its SS25 collection emphasizes spacious, sleek designs constructed using durable, breathable materials perfect for the summer season.

As part of our expanding worldwide gaming family, I’m thrilled to share with you all the People of Tokyo – a heartfelt segment in our Spring Summer adventure! This project was a long-awaited opportunity for us to establish connections with the local creative scene, and we managed to spotlight some truly extraordinary individuals roaming the streets of Shibuya and beyond.

Prominent features such as indigo denim and generous cuts draw upon the aesthetic sensibilities found in Japanese fashion, influenced by traditional pieces like Hakama trousers and collared school uniforms. Extravagant pleats and innovative seaming techniques bring a chic twist to workwear styles, as seen in a set of denim pants and a coordinating khaki twill outfit, sported by chef @koutatsukuda. Seventh commented, “Tokyo has consistently been one of our primary sources of inspiration – its culture, its fashion sense, and the spirit that defines it.

7th’s S24 Project Two goes live on their online store on Wednesday, April 30 at 1pm Eastern Standard Time (7pm Greenwich Mean Time).

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2025-04-21 19:55