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The Lenzing Group, a world market leader in specialty fibers from wood, has partnered with Moririn Co. Ltd. and Toyoshima & Co., Ltd. to unveil the brand new TENCEL™ consumer-focused campaign on April 1st, featuring longstanding brand partner - Ryoko Hirosue. The new campaign features prominent products made from TENCEL™ branded fibers, and comes to life across 16 Tokyo Metro stations with a distinct TENCEL™ sustainability focused editorial magazine available at major stations throughout the network. The new campaign will also be amplified across social media channels throughout the country, and featured on the widely read tourism website Enjoy Tokyo. Both of which serve to boost reach and enable heightened consumer engagement.
TENCEL™ brand has once again engaged cherished brand partner - Ryoko Hirosue, as the face of the campaign. Outfitted with TENCEL™ Luxe shirts by MADISONBLUE, TENCEL™ Denim by J BRAND , and TENCEL™ branded fibers blended shirts and dresses by R-ISM, Hirosue is the perfect representation of TENCEL™’s “Love It Naturally” aesthetic and suits the campaign’s style perfectly. Hirosue has previously worked with TENCEL™ on the widely successful “Feel So Right” campaign, which was also featured broadly across the Tokyo Metro Network, back in 2018.
In addition to prominent visibilities across Tokyo Metro, TENCEL™ brand will also produce a bespoke editorial magazine, Tokyo Trend Ranking, published by Gurunabi – one of Japan’s leading gourmet and restaurant publications, which will be available to commuters at major Tokyo stations such as Shinjuku, Akihabara and Shibuya among others. The editorial collection within the magazine features a guide to Tokyo’s sustainable lifestyle, fashion and food. Readers will follow three Tokyo women on a journey through their sustainable lifestyles in the city, with a focus on their wardrobes consisting of blended garments made with TENCEL™ branded fibers.
In early 2018, TENCEL™ brand underwent an audacious repositioning strategy to become the key textile brand under Lenzing. With unparalleled environmental consciousness, TENCEL™ brand has enhanced its product offerings and fostered closer and more meaningful connections with brands and consumers alike, to work towards sustainability goals as one. “TENCEL™ has become a unique consumer fiber brand, offering partners and customers the potential to live more sustainably, and with remarkable quality, comfortability and durability. As Japan is one of our important markets, launching this “Feel So Right” campaign celebrates our brand, partners and customers by communicating the joy each person feels whilst wearing pieces made with our TENCEL™ branded fibers,” says Harold Weghorst, Vice President of Global Brand Management of Lenzing.
“Globally, we also began to support the Make it Feel Right campaign in January this year, and now TENCEL™’s new Japan campaign follows our path of continued efforts to express gratitude for brands making a difference in fashion today, especially in such a dynamic market,” says Weghorst.
With the bold new campaign, TENCEL™ brand epitomizes its focus on sustainability for consumers, and intends to excite retailers and brands about the holistic benefits its botanic based fibers have to offer.