Pitta Mask x Paris Fashion Week
For the third and final installment in the designer collaboration series, we partnered Pitta Mask with Tokyo-based designer Kunihiko Moringa of ANREALAGE for the brand’s Fall 2021-22 Paris Fashion Week release. This collaboration not only built upon Pitta Mask’s existing marketshare but also set the stage for the brand’s European marketplace entry.
Designer Partnership + Runway Integration
Pitta Mask was brought to the forefront of Paris Fashion Week through a bespoke partnership with designer ANREALAGE. The brand’s Fall 2021-2022 collection “Ground” aimed to inspire connectivity (visible in the collection’s use of patchwork) lost during the Covid-19 pandemic. Creative Director Kunihiko Morinaga saw the collection— and the collaboration with Pitta mask— as “a device that restores everyday life.”
As part of the collaboration, Morinaga created four (4) custom Pitta Masks and integrated each directly within the collection film.
ANREALAGE
Born in Tokyo, designer Kunihiko Moringa launched his brand ANREALAGE in 2003. ANREALAGE is a combination of the words ‘real’, ‘unreal’ and ‘age’. In 2014 ANREALAGE was selected by the Federation de la Haute Couture et de la Mode to participate in Paris Fashion Week where the brand shows every single season, presenting standalone men’s and womenswear collections, most recently in collaboration with Fendi. In 2019, ANREALAGE was a finalist for the LVMH Prize and is considered one of the most visionary designers of the present day.
In partnership with Anrealage, a comprehensive social media and press strategy around the collaboration and the collection was executed. The results saw 9+ social posts from the brand (4x more than guaranteed) and more than a 50 media placements. Placements include Elle JP, Vogue US & JP, WWD US & JP, HIGHSNOBIETY (JP & Poggy), and Vanity Fair IT among others.
