UNTITLED, a career-oriented brand developed by World, will be featuring Namie Amuro as its new image character starting this fall/winter. The brand will begin airing TV commercials in October, with the first commercial airing on October 3rd and the second on October 28th.
The official UNTITLED website and Facebook page have been teasing the brand since early August with the catchphrase "WHO'S THE NEW UNTITLED? 8.20 Birth of a New Muse," garnering attention. The reason for the selection of the new muse is that "having celebrated her 20th anniversary since her debut last year and now becoming a mature woman, she is increasingly gaining admiration and support from women of all generations." UNTITLED, dressed by Namie Amuro, will propose a new career scene.
UNTITLED debuted in 1995, following OZOC, as the second strategic brand in World's SPA strategy, a vertically integrated business that spans from production to retail, which was launched in 1993. At the time, actress Tomoko Yamaguchi was chosen as the image character. The brand aggressively ran TV commercials and gained support from office ladies in their 20s. It grew into a core brand for the company through a store opening strategy centered on department stores. In 2004, the brand's 10th anniversary, it attracted attention with a major campaign featuring Kate Moss. In 2007, sales reached 30 billion yen, establishing the brand as a leading global brand and a powerhouse brand in Japan's career market. From fall 2011 to this spring/summer season, the brand proposed advertising visuals featuring model Yonga as its image character, and currently operates 182 stores nationwide, primarily in department stores. With the appointment of Namie Amuro as the new image character, a complete overhaul of the official website is planned for October.