The Elder Statesman creative director Bailey Hunter found inspiration from Japanese inventor Kenji Kawakami’s book101 Unuseless Japanese Inventions: The Art of Chindōgu, from 1995. From the humorous shoe-brella, to the nostalgic comic strip sweater, the campaign offers a sense of playfulness and anarchy that feel very much aligned with the chindōgu spirit.

photography by Fish Zhang creative director Bailey Hunter

set design & props Jeanette Moncada