CLASSICS the Small Luxury A gift of emotion

CONTEXT

The label, known as CSL for short, was launched in 2003 as a way for Blooming Nakanishi to explore the company's creativity. Rather than just manufacturing other brands' handkerchiefs, CSL is original and the brand was created to communicate to the public that a handkerchief is far more than just a beautiful piece of fabric.

INSIGHT

Historically, giving someone a handkerchief has meant farewell. This idea remains quite common in Japanese culture, and is often a reason we might think twice about gifting one. CSL wanted to give new meaning to the humble handkerchief.

IDEA

Rather than a symbol for goodbye, we wanted to position the handkerchief as a gift of emotion - one that can have different meanings to those who give or receive one.

Y+L crafted three narratives showcasing sentimental moments in the lives of different people. A musician nervously awaits his turn to debut backstage— a father greets his daughter in the bridal room before her wedding— a woman parts with her best friend before moving to a new city.

The scenes capture how a handkerchief touches our hearts, from when the giver chooses it, to its new life as it's carried into the future. Essentially, it represents the lasting emotional journey of trust, family, and love.

RESULT

By sharing this video across the brand’s website, YouTube, and various social media channels, as well as offline events, we have helped to shape Classics the Small Luxury as more than just a handkerchief brand, rather, one with a vision to craft and share a gift of emotion.

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