KENZO presents its Pre-Spring 2027 campaign, photographed and directed by Piczo across three locations in Chiba, Japan. The campaign introduces the women’s and men’s collections through a day in the life of an artisan, following a sequence of activities that connect work, rest, and recreation. A ceramics workshop, a traditional Japanese house, and an outdoor setting establish the visual direction, reflecting the ideas behind Nigo‘s latest designs.
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The campaign begins inside a ceramics workshop, where the daily routine of an artisan provides the starting point for the story. The location connects directly to Nigo’s personal interest in ceramics, bringing one of his creative pursuits into the collection’s visual presentation. The workshop introduces the practical character of the clothing and its relationship with workwear, an important influence throughout the season.
The concept draws from KENZO Work & Play, an archival label that Nigo revisits for Pre-Spring 2027. This reference informs the collection through functional clothing, casual wardrobe essentials, and graphic treatments. The campaign develops the idea through everyday activities, allowing the clothes to accompany different moments within a summer day.
After the workshop, Piczo shifts the setting to a traditional Japanese house. The change introduces a personal environment, focusing on the slower rhythm of time spent at home. The clothing maintains its casual character, while the surroundings establish another context for the collection’s practical silhouettes. This part of the campaign explores the relationship between familiar spaces and everyday dressing, continuing the narrative established in the workshop.
The final location brings the campaign outdoors, among trees and green spaces. Here, the atmosphere becomes playful and spontaneous, reflecting the recreational side of the Work & Play concept. Piczo uses the three locations to follow changes in activity throughout the day, with the collection adapting to different surroundings and occasions.
The Pre-Spring 2027 collection incorporates several recurring elements from KENZO’s design vocabulary. Varsity-inspired clothing appears alongside the Ikat Flower motif, which draws from Japan’s traditional Kasuri textile technique. The graphic reference introduces another connection to Japanese culture, extending the collection’s visual identity through familiar decorative forms.
The KENZO Signature also returns throughout the season, including a bicolor variation. The Kenzogram monogram appears across ready-to-wear and accessories, providing a recognizable graphic element within the collection. These details connect individual garments while allowing the designs to explore different applications of the brand’s established motifs.
As the collection approaches summer dressing, lighter silhouettes introduce stripes in coral and light blue. The colors bring a seasonal direction to the wardrobe, complementing the casual pieces that define the Work & Play concept. Floral embroidery and decorative embellishments inspired by Japan’s cherry blossom season appear across the final looks, introducing references to the natural environment.
Through Piczo’s photography, the campaign connects Nigo’s interest in Japanese traditions with the practical character of contemporary clothing. The ceramics workshop establishes the artisan’s daily activity, the traditional house introduces time at home, and the outdoor location explores leisure. KENZO Pre-Spring 2027 brings together these influences through a campaign that follows the familiar rhythm of everyday life, with the Work & Play concept guiding the collection’s approach to summer dressing.
