The brand WE ARE NOT FRIENDS continues to consolidate its visual language with Timeless, its latest collection. The campaign was photographed in Tokyo by Mario Sáenz de Tejada, who travelled to the Japanese capital with the aim of connecting with local artists and creatives. His goal was to explore their surroundings and understand their way of living the creative process.
During his stay, Mario met Yutaka Kobayashi, a graphic designer and illustrator born and raised in Tokyo. Yutaka frequently collaborates with the Noah team on various graphic design projects. In addition, he runs his own independent brand called Newsletter, together with three friends.
The meeting took place in Setagaya, one of Tokyo’s most authentic and vibrant districts, home to almost one million residents. The photographs were taken in the area surrounding Sangenjaya, a residential subdistrict known for its relaxed atmosphere and its network of cafés, small shops, and local restaurants.
WE ARE NOT FRIENDS aims to capture the most natural and personal side of the protagonist. The idea was to move away from the traditional concept of a “model” and focus instead on his everyday world. The images show Yutaka at home and around his neighbourhood, reflecting the honest, human, and timeless spirit that defines the Timeless collection.
This session in Tokyo strengthens the connection between WE ARE NOT FRIENDS and Japanese culture, a constant source of inspiration for the brand’s identity. From respect for craftsmanship to the wabi-sabi aesthetic —the beauty of imperfection—, Timeless stands as a reflection on authenticity and simplicity, the core values that continue to guide the brand’s creative project.
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