Shin Kong Mitsukoshi creates dreamlike digital window displays

Shin Kong Mitsukoshi, a prominent department store in Taiwan, is transforming its physical retail spaces into "dreamlike" digital realms with its latest autumn/winter campaign. The store is leveraging CGI (Computer-Generated Imagery) for the first time to produce its main visual photos and a promotional video, aiming to redefine fashion content through digital creativity.

The campaign, directed by award-winning director Han-Soul, merges live-action footage with light and animation. It utilizes the unique shape of the large L-shaped outdoor LED screen at Shin Kong Mitsukoshi Xinyi Place A9 to extend the "dreamlike window" concept beyond the store's interior and onto the city streets. This innovative approach showcases the department store's commitment to digital development and its effort to convey the latest autumn/winter trends to consumers in a visually captivating manner.

This season's fashion focus centers on three keywords: silhouette, print, and color. Outerwear is making a strong comeback with designs emphasizing broad shoulders, cinched waists, and oversized lapels, reshaping the body's proportions. Plaid prints are being reinterpreted with a vintage yet relaxed feel, using diverse materials like old wool blankets and sheer fabrics. The bold "Viva Magenta" color stands out against a backdrop of deeper autumn tones such as cloud white, fig purple, Berlin blue, and cedar green, adding a powerful accent to outfits and accessories.

Additionally, the campaign highlights the growing trend of "long-handled bags," where international brands are lengthening straps to create a more relaxed, sensual silhouette that falls naturally at the waist. This style is also gaining traction among emerging brands in Japan and Korea, signaling a shift in accessory trends.