Onward Kashiyama held a new growth strategy presentation for its women's brand, any SiS, at Ebisu Garden Place in Tokyo. Since its debut in 1999, any SiS has offered clothing tailored to working women in their 20s. Now, the brand is being revamped to emphasize not only specific occasions like meetings and dates, but also emotional moments like "sad" and "happy." "We want to create a brand that encourages women in their 20s who are on the cusp of becoming independent, mature women," said Akinori Baba, president and CEO of Onward Kashiyama. The promotional message for the TV commercial, which begins airing on September 18, is "Let's increase me." The brand's three muses, Aya Omasa, Akari Hayami, and Aoi Yoshikura, appear in 24 different scenes, including cafes and the beach. The theme music is a female vocal version of "Donna Toki Demo," written and composed by Noriyuki Makihara, expressing the brand's ability to cater to a variety of moods. Omasa said the commercial was "the most 'natural' I've ever been in a shoot," and its appeal lies in the life-size, natural expressions of the muses. Omasa's skirt has an elastic waistband, while Hayami's fur vest and Yoshikura's coat are both soft to the touch. At the launch event, "Zawachin," famous for her imitation makeup, appeared alongside a model in Omasa Aya makeup, creating a scene in which five "Omasa Ayas" were present in the venue, including herself. Omasa commented, "It's a strange feeling. There are more of me," truly embodying the message, "Let's increase our numbers."