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AMOSTYLE by Triumph Live out your own Kawaii

Insight

For a long time, Kawaii or cuteness, has been a stereotype for women.

AMOSTYLE by Triumph is democratising this age-old term with the message that if there are 64 million women in Japan, there must be 64 million types of Kawaii.

A woman with a bob haircut, wearing a light robe over purple lingerie, kneels on the floor, surrounded by sheets of paper with artwork, painting or drawing with focused expression.
Two people wearing animal ear headpieces and colorful lingerie, smiling and dancing in a brightly lit, white-tiled room with lights reflecting off the walls.
A woman in a bra and robe is smiling while brushing her teeth beside a young child who appears to be laughing or squinting, both standing near a bathroom sink.
A young woman wearing glasses lies under a blanket, surrounded by glowing screens from multiple devices, concentrating as she uses a pen and looks at a tablet or phone.

Idea

Kawaii in your own way.

A diverse cast of women follow their passions, diminish stereotypes, and craft their paths in life, from gamers to bikers to surfers and mothers, all unapologetically Kawaii in their own way.

The film encourages women to have the confidence to live life however they want in their individual style. The diverse scenes and cast removes the pressures of having to look or feel a certain way to be accepted in society, supporting viewers to be their true selves.

Impact

AMOSTYLE by Triumph returns to its roots, inspiring confidence.

The lingerie market is a competitive category filled with similar products and messaging. The film redefines AMOSTYLE, who it is and what it stands for as a champion for women to boost their confidence, differentiating itself and appealing to a broader audience.

A woman wearing sunglasses and a headband leans on a white surface at the beach, with the ocean and blue sky in the background. She has long dark hair and is wearing colorful bracelets.
A person with short, blonde hair sits on a rooftop, wearing a purple lace bra and layered necklaces, holding a pair of scissors and looking thoughtfully into the distance. City buildings are visible in the background.
A young woman with short red hair lounges on the floor in a casual room, wearing a bralette and green pants, reading or writing in an open notebook. Houseplants hang above her and sunlight filters through a nearby window.
A person with long, blue-tinted hair and large, round glasses sits in a dimly lit room with string lights and posters on the wall. Warm, colorful lighting creates a cozy atmosphere.

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