Built on over 60 years of craftsmanship, this brand campaign redefined the value of the randoseru, the Japanese school bag carried throughout six years of elementary school. Under the theme “Blooming Field,” celebrating each child’s unique way of blooming, we collaborated with textile designer Yuri Himuro to develop a fabric that transforms its pattern when cut. This approach reflects the curiosity and discovery children experience with the randoseru. The concept was seamlessly expressed across web, social media, catalogs, and retail spaces, leaving lasting memories for children and families.
