Pitta Mask x Tokyo Fashion Week
For the second installment in the global designer collaboration series, we partnered Pitta Mask with Tokyo-based designer Keita Maruyama to generate in-market buzz and press. The collaboration aimed to expand the brand's Japanese market share by engaging with existing consumers, and attract a new demographic of fashion-focused purchasers.
Designer Partnerships + Runway Integration
To achieve this, a custom multi-pronged approach was centered and executed around a partnership with Maruyama. The designer’s Fall 2020 collection, "Maskuerader" – a combination of “mask” and “masquerade” – transported audiences into a rich fantasy world of extreme creativity and featured four (4) ornately designed Pitta Masks. The show was an extravagant display of creativity, combining design, sustainability, wellness, with technology via CG, high-definition 3D scanning and virtual shooting.
Keita Maruyama
Keita Maruyama is a celebrated fashion designer based in Harajuku, Tokyo. He graduated Bunka Fashion College in 1987 and started his career as a freelance designer in 1990. He made his debut at Tokyo Fashion Week in 1994 and gained international recognition when he showcased his designs during Paris Fashion Week in 1997.
Keita Maruyama was thrilled to be partnered with a brand that celebrates and trusts his unique design aesthetic. This led to the designer exceeding his social obligations, posting, tagging, and hashtagging above the contracted deliverables.
The designer delivered 80 Instagram Stories (40x more than guaranteed) and 11 in-feed posts (6x more than guaranteed).
The combination of both resulted in 4.3M+ Instagram impressions and more than 53K post engagements. In total Pitta Mask's partnership with Keita Maruyama yielded an unprecedented social footprint of 402M+ Instagram impressions and 3.3M+ Twitter impressions, with a combined value of $4.5M USD.
Custom Gifting + Limited Edition Merchandise
To further increase excitement around the designer collaboration, a local Tokyo-based PR team was contracted to generate press and execute a 600 person gifting to select VIPs, journalists and celebrities. This resulted in 3.28M+ earned social impressions and 153+ press placements (1883% higher than the previous collaboration). The press coverage spanned national trade and consumer media outlets, including Vogue, WWD, and Elle, among others.
