Currently in Japan, 97% of Japanese people commonly feel 'ARUKI SMARTPHONE, using smartphones while walking, is dangerous'. On the other hand, as many as 42% are said to routinely be using smartphones while walking. Meanwhile, ARUKI SMARTPHONE, which reduces the field of vision to as much as 1/20, has caused serious and fatal accidents. Therefore, the NTT DOCOMO telecommunications company ventured to create a new opportunity for young people to reconsider ARUKI SMARTPHONE.

The main target of the"TOKYO ARUKI SMARTPHONE COLLECTION" was young people in their teens to thirties, who are the most likely to be using smartphones while walking users. Since many of them walk around and use smartphones on a daily basis, it was necessary to convey the dangers of walking smartphones at an unexpected timing and location. Therefore, a fashion show was held on the streets of Shibuya, the most frequented area in Japan for young people. The fashion show suddenly took place on the street, and the young people stopped in their tracks, stopped walking on their phones, and watched the "TOKYO ARUKI SMARTPHONE COLLECTION".

In the "TOKYO ARUKI SMARTPHONE COLLECTION," four main fashion looks were presented.The fashion looks expressed the psychology of modern people who unfortunately use smartphones while walking.

CONNECTION LOOK

A look representing a person who unfortunately prioritizes 'liking' something more than the value of the pedestrian right in front of them.

CONTENTS LOOK

A look representing an app icon that we can't help but look at even while walking.

BUSY-NESS LOOK

A look representing a person trying to multitask with multiple smartphones.

MAP LOOK

A look representing a person checking a map on a smartphone to avoid getting lost.

Occurring unexpectedly on the street in downtown Shibuya in Tokyo, which is a hub for young people, this fashion show succeeded in halting many in their tracks. The fashion show topic primarily spread among fashion-conscious young people, and the power of fashion brought the ARUKI SMARTPHONE issue to people's attention.

Earned media results：64 Media（TV,Newspaper,Web）

Comment by The Yomiuri Shimbun（Newspaper）

ARUKI SMARTPHONE Warning Alert Sounded

Comment by WWD JAPAN

No ARUKI SMARTPHONE:

Unique Show Brought Excitement to the Audience

Comment by Fashion Press

Fashion That ‘Stops You in Your Tracks’