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That Wink at the End Was Improvised!? Behind the Scenes of the New Concept Video Featuring Haruka Imou in "fashion tech news"

2025.03.31

"fashion tech news" delivers unique content that not only communicates the "Now" of fashion × technology but also learns from the "past" to ponder the "future" surrounding clothing, fashion, and our bodies.

Today, in line with the logo renewal, a new concept video has been released. In this article, we’ll report on the behind-the-scenes of this shoot, which took place over four days.

Scenes Capturing Real Interview Settings!

The concept video unfolds a storyline featuring Haruka Imou as a working woman reading articles from "fashion tech news" between waking up and heading to work... It intertwines the essence of how the articles she views are created.

In the scene where she browses a sneaker article, real interviews conducted at Ueno's long-established sneaker shop "mitas sneakers" are captured.

Director's request: "We want to film real scenes of the interviews, so please conduct your interviews as usual,' resulted in a calmly progressing interview with the writers and the creative director of 'mita sneakers,' Shigeyuki Kunii"

The filming crew captured various cuts of the interview scenes from both close and distant angles multiple times

The next bus stop scene closely follows the project team engaged in textile development at ZOZO Group. Filming took place at the Ayase Research Institute, where daily research on coating and dyeing fabrics is conducted.

The lab of ZOZO NEXT, which is at the heart of researching technology that combines fashion and cutting-edge technology. They demonstrated how color is applied to materials and how it changes with temperature

We observed the development scene of materials that change color with temperature. In the clean room, where humidity and temperature are controlled, filming was conducted in protective clothing to ensure no dust would fall

The “BEAUTY” Scene Was Filmed at "Wella Studio Tokyo"

In the scene where Imou boards an elevator, she is seen browsing an essential "Beauty" article for "fashion tech news." This article showcases how it is made, with support from Nagafuchi, the PR representative of "Wella Japan," and filming took place at "Wella Studio Tokyo."

The first floor features a luxurious lounge complete with a bar counter, used as a community space for interviews.

Last year, "Wella Studio Tokyo" moved from Aoyama to Nakameguro. The first floor has seminar rooms while the second floor includes training rooms equipped with set areas and shampoo stations

Scenes for conducting interviews while hearing product explanations were filmed in various locations

The meeting room scene was filmed inside the ZOZO NEXT office. The striking scene of typing on a keyboard to write the article stood out.

During filming, monitors were checked by the cast and crew. Multiple takes of the cutting scene for article writing were captured

Get Captivated by Haruka Imou's Acting Skills!

Haruka Imou takes the lead in this concept video, showcasing her versatile talent. She recently gained attention for her role in the Netflix drama "The Queen of Villains." Imou is active across a wide range of media including music videos, TV dramas, films, and commercials.

The shooting commenced with a morning scene of brewing coffee in a house studio.

In a cut capturing a morning scene, Imou effortlessly performed the natural act of brewing coffee while reading articles from "fashion tech news"

Next, the bus stop scene featured the hiring of an entire bus for filming. The shoot, with extras, progressed while taking care of vehicles and pedestrians on public roads.

Spotting the making-camera, Imou beamed a smile. This smile brightened and brought life to the set

In the elevator scene heading to the office, the filming took place in an elevator rented from a hotel in Tokyo. The filming involved multiple ascents and descents, but thanks to Imou's acting, things proceeded smoothly.

Due to the elevator's small size, the cameraman, lighting technician, and Imou were the only ones on board

Finally, in a scene where she reflects and utters "Find The New," which embodies the DNA of this edition of "fashion tech news," Imou approached the end of filming with an exceptional smile.

As Imou walks amidst the urban hustle, her wink while looking back was ad-libbed! This became a favorite moment among the staff.

What do you think of the behind-the-scenes of this shoot? This concept video was created with the hopes and dreams of many people involved.

"fashion tech news" continuously delivers "new things and experiences" that resonate in people's hearts on a daily basis. We hope that under the philosophy of "Find The New," this media can assist you in encountering "something new."

Photography credits:
Wella Company Group - Wella Japan LLC
Mitaz Sneakers

Costume credits for Yui Imou:
・House studio cut
V-neck pullover ¥23,100 (Barefoot Dreams)
Shorts ¥28,600 (Demili / both from Little League Inc. 0800-100-2274)
Glasses ¥37,400 (Ouden / Optical Tailor Cradle Aoyama Store 03-6418-0577)

・Location cut
Coat ¥185,900
Knit jacket ¥97,900 (both from Vince / Coronet 03-5216-6516)
Shirt ¥52,800 (Aspeji / Toyoda Trading Press Room 03-5350-5567)
Jeans ¥45,100 (Mother / Little League Inc. 0800-100-2274)
Pumps ¥16,900 (Atenia / Atenia 0120-165-333)
Backpack ¥99,000 (Farro / Union Gate Group 03-6804-1556)
Ring ¥40,700 (Agatte)
Earcuff ¥23,100 (Nojes / both from A&S Company 0800-500-5000)

Movie by UW INC.
Actor by Haruka Imou
Stylist by Yuki Matsuda
Hair & makeup by Toyoda Yousuke
Photo by Hiroyuki "Lily" Suzuki (StudioLog), Akinori Kawanishi
Text by Yasuyuki Ushijima (NO-TECH)

That Wink at the End Was Improvised!? Behind the Scenes of the New Concept Video Featuring Haruka Imou in "fashion tech news"

Scenes Capturing Real Interview Settings!

The “BEAUTY” Scene Was Filmed at "Wella Studio Tokyo"

Get Captivated by Haruka Imou's Acting Skills!

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