In connection with KENZO’s Spring/Summer 2018 collection, which featured an ensemble of 83 Asian models, YO! MY SAINT looked to continue the celebration of Asian references that remain strong with KENZO’s rich history and modern outlook. In collaboration with Karen O and Ana Lily Amirpour, and Inspired by founder Kenzo Takada’s original muse, model and right-hand Sayoko Yamaguchi current creative directors muse Japanese musician Ryuichi Sakamoto, the film features an Asian lead cast - including Alex Zhang Hungtai, Jessica Henwick and Kiko Mizuhara. The objective was not only to feature references to KENZO’s past, but nods at the present creative director’s Carol Lim and Humberto Leon’s influence on the brand through their latest collection and current obsessions through an unconventional integrated campaign.

From a limited edition vinyl press of the YO! MY SAINT single and a pop-up shop in Los Angeles to Karaoke premiere parties in Paris and Dubai, the film and the song were launched in a fully integrated debut. The power of Karen O as a musician catapulted the song into all of the major global streaming channels from Spotify to Apple Music with KENZO’s logo front and center on the artwork for the single. On YouTube, Instagram and Facebook the YO! MY SAINT film and its trailers were viewed both as paid and earned media. The talent and the brand all posted outtakes, interviews, stills and clips from the film shortly before the KENZO Spring Summer 2018 collection arrived in stores, building anticipation for the collection. YO! MY SAINT was rolled out in all of KENZO’s store windows globally across Asia, Europe and the Middle East.

Karen O said to Dazed magazine “In a way, it was a dream project because it was a crossover between music, filmmaking, and fashion, three things that have always inspired me.” YO! MY SAINT was a huge success for KENZO logging over a million listens and views of the film across YouTube, Spotify and Apple Music. Earned media was extensive with international coverage globally across music, fashion and film press talked about everywhere from Rolling Stone and Pitchfork to Indiewire and AdWeek. The comments on YouTube are rapturous and laud both Karen O and Ana Lily Amirpour for the music and the filmmaking. KENZO succeeded once again in achieving a feat no other luxury fashion brand has accomplished, truly merging music and film and championing a diverse cast.