The Campaign

Ricca is a Japanese designer’s brand of soft and light lingerie with a delicate sensibility produced in Lyon. Our idea was to use washi paper, a traditional Japanese craft, which has the same softness, lightness, and delicacy, to convey the prime appeal of the brand at a glance.

Creative Execution

We expressed the brand’s attractions with posters each made from a single sheet of handmade washi paper. The washi artisans, using very fine materials, carefully combed out each sheet to be extremely thin in patterns containing text and pictures of the lingerie. Traditional Japanese patterns were also used for the lingerie illustrations, because the Ricca brand produces unique Japanese-French fusion products with design combining, for example, silk produced in Lyon with traditional Kyoto undergarments.

Indication of how successful the outcome was in the market

The washi lingerie poster was successful in visually expressing the products’ softness and lightness in a way that was immediately recognizable at the exhibition. The poster piqued the interest of visitors, prompting them to pick up the actual products and try them on. As a result, all products on sale at the exhibition sold out.

Many women find ordinary lingerie, although maintaining their proportions, to be uncomfortably stiff. The Ricca brand, which is based in Lyon, France, advocates for natural beauty, producing soft and light undergarments that offer freedom without tightness. These are values that can be presented with impact and novelty to the Japanese lingerie market.