Comme des Garçons rarely advertises through conventional campaigns. Instead, the brand has used editorial projects, conceptual collaborations, and minimal promotions to construct a distinct visual identity. From full publications like Six Magazine to surreal perfume launches, these moments reveal how Comme des Garçons approaches communication as an extension of its design philosophy.
1. Six Magazine (1988–1991)
Between 1988 and 1991, Comme des Garçons published Six, a biannual oversized magazine named after the “sixth sense.” Each issue contained full-bleed photography, artwork, and surreal imagery with little to no text—and rarely showed actual garments. Conceived by Rei Kawakubo as a way to express the brand’s world beyond product, Six Magazine functioned as an advertising tool without operating like an ad. Its focus on mood, abstraction, and visual storytelling helped solidify CDG’s identity as a conceptual brand beyond fashion.
2. Cindy Sherman x Comme des Garçons (1994)
In 1994, Rei Kawakubo collaborated with artist Cindy Sherman to produce a series of advertisements for the Autumn/Winter collection. Sherman staged herself in unsettling characters—wearing prosthetics, masks, and exaggerated makeup—photographed in narrative scenes that challenged conventional fashion imagery. The campaign blurred the line between commercial promotion and art photography, and explored themes of identity and artifice with deliberate discomfort and ambiguity.
3. Comme des Garçons SHIRT Campaigns (2000s)
Throughout the 2000s, the SHIRT line featured advertising campaigns composed of unexpected visuals—archival illustrations, anonymous artworks, found objects, or fragments of poetry and text. Often, no garments were shown at all. These campaigns prioritized tone and texture over product visibility, creating visual narratives that emphasized the brand’s conceptual approach to design and communication.
4. Wonderwood Fragrance Film (2010)
For the launch of Wonderwood in 2010, Comme des Garçons commissioned the Brothers Quay to direct a short stop-motion film. The abstract, atmospheric animation featured wooden puppets and surreal environments, reflecting the fragrance’s deep woody notes through visual storytelling. The film avoided traditional perfume advertising conventions and instead presented the product through a sensory, narrative-driven experience.
5. Copper Fragrance Campaign by Tyler Mitchell (2019)
Photographer Tyler Mitchell created a campaign for the 2019 Copper fragrance centered on themes of warmth and identity. The visuals featured portraits of Black and brown models in natural lighting, with skin tones and textures mirroring the metallic tones of copper. The imagery explored a visual dialogue between material and body, emphasizing inclusivity and rethinking the aesthetics of luxury advertising.
