NOWNESS
YŌKAI

EXPLORING THE CONNECTION BETWEEN BEAUTY AND HORROR PRESENTING A NEW AND DECONSTRUCTED AESTHETIC 










YŌKAI ARE GHOSTS, SPIRITS, STRANGE AND SUPERNATURAL CREATURES FROM JAPANESE CULTURE. A FREE INTERPRETATION OF A SELECTION OF YOKAI CHARACTERS, PLAYING WITH THE MOST CONTEMPORARY LUXURY BEAUTY PRODUCTS. UNDER THE PULSANTING SOUNDS OF PHISICAL THERAPY.



IN THE MIDDLE OF THE NIGHT 天井下 [ TENJO KUDARI ] CRAWLS OUT FROM THE CEILING TO EAT HER VICTIMS. SHE USES PORE REFINING SOLUTIONS BY CLINIQUE
AND PURE RITUAL CARE-IN-PEEL BY HELENA RUBINSTEIN.

口裂け女 [ KUCHISAKE-ONNA ] SLASHES HER VICTIMS FROM EAR TO EAR WITH A KNIFE. SHE ENJOYS CANDIES AND USES THE BRIGHTENING FACIAL MASK BY LA MER.

夜雀 [ YOSUZUME ] IS A NIGHT SPARROW. HE’S CRAZY ABOUT INSECTS AND RE-NUTRITIVE MASK BY ESTÉE LAUDER ON HIS FACE.

雪女 [ YUKI-ONNA ] APPEARS ON SNOWY NIGHTS. SHE DRAIN HER VICTIMS OF THEIR LIFE-ENERGY, PLEASURING THEM UNTIL THEY DIE. HER SKIN IS AGELESS AND AS WHITE AS SNOW THANKS TO SUBLIMAGE MASQUE PRÉCISION BY CHANEL.

くびれ鬼 [ KUBIRE ONI ] COMES OUT OF HIS CAVE TO CONSUME HUMAN BODILY FLUIDS AND. HE USES VOLCANIC ASH EXFOLIATOR MINERALIZE BY MAC COSMETICS AND BLACKWOOD WHITENING TOOTHPASTE BY SPLAT.

桂男 [ KATSURA OTOKO ] APPEARS ON MOONLIGHT NIGHTS TO DROP YOU DEAD. HIS SKIN HIS INCOMPARABLY BEAUTIFUL WITH GOLD BIO-COLLAGEN FACIAL MASK.




REVEALED ON ︎NOWNESS.COM





CONCEPT AND DIRECTION:
GILDA SCAGLIONI | 10 TO TOKYO + FRANCESCO PETRONI









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