Seventh Takes on Tokyo Streets in Latest Campaign
London-based fashion label Seventh has made its mark in Japan with a new partnership with BEAMS T. The brand has now released a campaign featuring local creatives such as Orion Johnson, Makki Kowa, Saura Yuriko, Kota Ikemoto, Atsushi Okayama, Kotaro Yamamoto, Mana Harakawa, and Kouta Tsukuda. The second drop from its SS25 collection showcases roomy, minimalist silhouettes made from crisp, sturdy fabrics perfect for the summer season.
In an Instagram post, Seventh expressed their excitement for the project, stating, “As we continue to grow our global community, we’re honored to present the People of Tokyo, a heartfelt chapter in our Spring Summer journey.” The brand also shared that this project allowed them to connect with the creative community in Tokyo and capture the essence of the city’s streets.
The collection draws inspiration from Japanese style, incorporating key elements such as indigo denim and oversized cuts. The designs are influenced by traditional styles like Hakama pants and collared school uniform shirts. Bold pleats and unconventional darts add a touch of sartorial flair to workwear pieces, including a pair of denim trousers and a matching khaki twill set worn by chef Kouta Tsukuda.
Seventh shared their admiration for Tokyo, stating, “Tokyo has long been one of our biggest inspirations – its culture, its style, its spirit.” The brand’s S24 Project Two will be available on their webstore on Wednesday, April 30 at 1pm EST (7pm BST). Don’t miss out on this exciting launch!
