Fashion designer Karl Lagerfeld has created a fictional character called ‘Mon Shu Girl’ to promote his forthcoming collaboration with Japanese beauty brand Shu Uemura. The character recently starred a video to promote the forthcoming capsule collection.
In the video, an animated Lagerfeld is shown drawing with Shu Uemura make-up. Then, in Pinocchio fashion, his colourful Mon Shu Girl comes to life. Creating imaginary characters and harnessing the power of storytelling is a great way for brands to engage with consumers – as Shu Uemura demonstrate with style.