Date Posted: Thursday 31st January 2019
Exposure has been appointed to handle the UK and Italy press and publicity for lifestyle brand, MUJI. Exposure’s remit will encompass PR and strategic consultancy for MUJI’s full portfolio including fashion, health and beauty, homeware, technology, travel, food and lifestyle.
MUJI began with three steps: selecting materials, scrutinising processes and simplifying packaging. MUJI’s concept of emphasising the intrinsic appeal of an object through rationalisation and meticulous elimination of excess is closely connected to the traditionally Japanese aesthetic of “su” - meaning plain or unadorned - the idea that simplicity is not merely modest or frugal but could possibly be more appealing than luxury.