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Nano Launches Autumn/Winter Collection

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Japan's fashion concept store's innovative web catalog "NANO/SECOND"

Nano Launches Autumn/Winter Collection



Japan's fashion concept store, nano・universe launched their 2013 Autumn / Winter collection through an innovative web catalog called "NANO/SECOND".  A first of it's kind for the apparel industry, what initially appears to be a fashion film turns the shopping experience into an interactive journey. Interactive site:


For the creative team at AOI Pro, the goal was to present the collection online not as a typical media catalog or standard fashion photo site, but rather to turn the existing conventions upside down and create something that had never before been seen in the fashion industry. 


The film begins with a man holding a camera. As he takes a flash photo, time stops. The viewer is then guided through a room 'Frozen' in time of various characters wearing the newest nano・universe collection. The film reveals a clever photo relay where each character's camera is pointed at a different character. The viewer can at any time pause the film to see the photo that had been taken, and to see the details, and even purchase, the pieces that are being featured in the shot.    


The concept behind this production is that all our overflowing emotion towards an apparel item can be condensed into a split-second moment. The moment contains everything and as such, is powerful and impactful. "NANO/SECOND" then, is an idea appropriate for nano・universe  “nano,” indicating minuteness and “universe,” which connotes an all-encompassing cosmos.

Frozen Time is a technique whereby the photographic subject’s motion is suspended, and then shot. In this web catalog, the impression that time has stopped is created as we follow the motion of the cameraman walking through the room of characters who pose in absolute stillness.


The 'Frozen Time' technique was used to capture one moment of a flowing visual, such as a fluttering skirt or a headful of hair flowing in the breeze. Attention was paid to even the smallest of detail, such as creating an appropriate crease in the apparel. To attain such positioning and precision, this three-minute seamless relay required a staff of 100 working over three days. The behind the scenes video can be viewed here - Behind the scenes. 



Account : Toru Shibayama(Cosmo Communications Inc)
Producer : Teppei Yoshihara (AOI Pro. Inc.)
Production manager : Rikiya Saito(AOI Pro. Inc.)
Director : Kei Ohta(AOI Pro. Inc.)
Art director : Yuko Kondo /  Ryuhei Nakadai (Land Ahoy Design Ltd)
Camera :Senzo Ueno
Photography : Satoshi Minagawa(FEMME)
Light : Yosuke Kai
Art Design : Hiroyuki Harada(da Vinci)
Stylist(nano・universe mens) : Toshihiro Oku(A.K.A)
Stylist(Library) : Saori Kajitani
Stylist(Odrantes) : Aya Fukushima
Stylist(nano・universe women's) : Kozue Anzai(Tools)
Hair&make-up(nano・universe mens / Library) : Kazuya Matsumoto(FEMME)
Hair&make-up(Odrantes) : Shinya Kawamura(mod's hair)
Hair&make-up(nano・universe women's) : Atsushi(PEACE MONKEY)
Hair&make-up(extra) : Shouko Kinoshita
CG graphic : Masaru Ikeda(EDP graphic works)
Music: Masaki Hosotani(Takahashi office) / Yutaka Fukuoka
Web Director : Kazuki Shiraki(AOI Pro. Inc.)
WebDeveloper: Ryuji Yoshida / Takuya Abe(SISAN Co.Ltd.) 

view more - Creative
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Genres: Fashion & Beauty

Categories: Day Wear, Clothing and Fashion, Thu, 12 Sep 2013 07:17:25 GMT