INFLUENCER CAMPAIGN HELPS DRIVE 500 SIGN UPS FOR JAPAN HOUSE LONDON FACE COVERING WORKSHOP
13 September 2020
Who’d have thought that the season’s hottest fashion accessory would be a face mask? But in Japanese culture, face coverings have long been more than a medical necessity or stylish statement. In fact, they reflect Japan's social etiquette of ‘omotenashi’ - prioritising the needs and wellbeing of others.
To help people make their own facemasks and learn about omotenashi, Japan House London collaborated with contemporary textile artist Takahashi Hiroko to run a virtual workshop demonstrating how to make your own face covering from sustainable Japanese ‘tenugui’ material.
Our challenge was to help Japan House London’s initiative stand apart from the countless other mask making workshops being run. We did this by working closely with influencers passionate about sustainable fashion, Japanese culture, and arts & crafts to encourage their followers to sign-up.
These included Craft TV presenter Mike Aspinall ‘The Crafty Gentleman’ (as seen on Channel 4 and BBC), and arts & crafts author Emma Friedlander-Collins ('Steel & Stitch’) to fashion influencers including Mariko Kuo.
The result was a highly interactive and fun event which not only helped create people make masks, but grew understanding of an important part of Japanese Culture and helped Japan House London realise its purpose of raising understanding and appreciation of Japanese culture in the UK.
Have a go at making a face mask yourself with whatever material you have at home, HERE.
Interested in what we can do for you? Contact the team at Kallaway at email@example.com