While Japan trudges and sweats its way through a finicky rainy season, everyone is awaiting the typically scorching hot summer that lies ahead. During the holidays many men in the country turn to the traditional garment called a yukata. A yukata is a loose-fitting kimono made of cheaper and lighter material than usual. To put it simply; it’s a bathrobe that’s acceptable for outdoor use.
But let’s say that you want the comfort of a yukata, but not the appearance of an alcoholic shut-in who’s lost all self-respect. For that, designers in Japan offer a slew of stylish yukata for you to choose from.
However, among all the competing brands these ads from Vice Fairy really resonate with guys like me and many other men in Japan. I don’t know why but their slogans seem to have the impact of a 10 ton steel fist.
These ads have a lot to take in at first glance. First we have the use of a visual kei band Royz as the models. It probably doesn’t need explaining after looking at the photo, but visual kei is Japan’s refined version of the old glam rock taking the androgyny and shininess as far as they can. Examples include X Japan, Dir en Grey, and Buck-Tick.
Then we have the use of artistic captions that are currently hugely popular in men’s fashion magazines, especially with subculture related fashions.
Here are some of the slogans on the ads:
“Things are going elegantly. Elegantly.” “Let’s just see you enchant me. Let’s test the reaction time of the best yukata there ever was, is or will be.” “I will show the world all of the manly magic and charm that a man could possibly possess!” “Come, fear me, want me, tonight too, the hero is mine.” “Dare I say: This is the ultimate evolution [Vice Fairy].”
Source: Vice Fairy
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