TENCEL™ and AG Tap Japanese Model for “Feels So Right” Campaign
In the fashion world, the right collaboration can be the recipe for success. With that in mind, Lenzing has teamed up with AG denim for a new “Feels so right” campaign, furthering the trend of ingredient brands connecting with consumers.
As part of Lenzing’s new TENCEL™ Lyocell promotion, the company launched the new campaign with AG, featuring Japanese singer, actress and model Ryoko Hirosue.
The ads, prominently featured on the subway at Tokyo Metro’s Omotesando Station in the Shibuya area—considered the most high fashion district in the heart of Tokyo—shows Hirosue proudly draped in things tied to TENCEL™.
“As part of Lenzing’s new TENCEL™ brand promotion, celebrity actress Ryoko Hirosue has been engaged on a new advertising campaign at Tokyo Metro, Omotesando Station. From 26th February to 4th March, Ryoko Hirosue is featured on advertisements around Omotesando Station. Outfitted in TENCEL™ Denim by AG Jeans, TENCEL™ Active by Danskin, and TENCEL™ Intimate by Wacoal , Ryoko Hirosue perfectly demonstrates the everyday `Feels so right’ moment. More details can be found on www.enjoytokyo.jp. (from 26th February to 25th of May),” Lenzing said.
According to Lenzing these brands were selected for their high fashion and influence, and how well recognized they are at the consumer level.
So far, the campaign has done well with consumers.
“Already brands commented that the relative items were one of the best sales merchandise during a promotion week,” says Yuko Ikemura, Lenzing business development manager in Japan.
The timing for the partnership, it seems, is just right.
“We have the right brand and the right key icon/celebrity to make certain momentum of our rebranding of TENCEL™ in Tokyo. ‘Feels so right,’” says Ikemura.