national standard Fashion Brand Poster

Designed by Atsuki Kikuchi in 2005.

This work won Atsuki Kikuchi the New Designer award, awarded by JAGDA (Japan Graphic Design Association) in 2006.

National Standard is a Japanese fashion brand founded by Keiji Wakabayashi in 1994. In 2004, Fast Retailing Co., Ltd., who owns Uniqlo acquired National Standard. However, the brand's performance was poor, and it was eventually closed in 2006.

In 1995, while still a student Atsuki Kikcuhi established Neo Standard Graphics Inc. and began work as a graphic designer. In 2000, founded Bluemark Co., Ltd. As an art director, works in creating branding images, etc. for fashion brands. Presently in charge of visual identity for the Aomori Museum of Art.

The poster has a whimsical, eclectic style combining hand-drawn illustrations, and graphic patterns, creating a dream-like, fashion editorial feel. It features text like "2005 S/S," "national standard," and “Little Women,” alongside sketches of women in swimwear, gemstone chains, mushrooms, flowers, and jewel motifs. A blue triangle resembling a house frames part of the design. The pastel sky-blue background, vibrant accents, and overlay of polka dots give it a playful, layered, and surreal aesthetic.