On Behalf of the Moon, Australian Retail Take Note
Lessons from Tokyo on nostalgia, escapism and sparking joy.
It’s been two months since I traded the cosy suburbs of Melbourne for the neon streets of Tokyo. And, five months since I traded my 9-5 as a corporate creative for a freelance adventure.
Since being here, the grey office walls and imposter syndrome have begun fading into my subconscious. In their place is a flood of uninhibited inspiration that’s got me thinking…
Despite Melbourne being a city of creativity, art and self-expression, when you walk through a mall, there’s no denying that homogenisation permeates the fabric of our consumer culture.
The whitewashing, the lack of individuality and fun—even the brands making moves in this space appear to be reverting to playing it safe.
I’ve spent the better half of a decade working in the industry, and despite there being so much opportunity to make an impact in the market and truly stand for something, it seemed every budget cut and moment of uncertainty prompted a cut-back on true creativity. But big budgets and innovation are not mutually exclusive—evident in the campaigns and editorials created by small businesses and publications with far fewer resources.
We can no longer afford risk-taking, testing and learning, campaigns that aren’t product-led, or telling stories without strong-arming a CTA into every sentence.
Instead, Australian mainstream brands are bunkering down in their comfort zones, marketing to the hive mind with repetitive visuals and shades of beige. By doing so, they constantly alienate those craving something more. I mean, is a little edge too much to ask for?
In January alone, I witnessed two major fashion campaign launches in Tokyo: Murakami x LV and Gentle Monster’s Jewelry Collection. Both campaigns, while distinct, tap into similar themes of escapism, nostalgia and playfulness.
In Gentle Monster’s case, a brand driven by weird beauty, they created a campaign that transcends the boundaries between reality and dreams. And, for me, the Jewelry Collection sparked joy by evoking childlike wonder, reminding me of something I, and many 90s/00s girlies, loved when we were young: Sailor Moon.
What's better, they didn’t just stop with the product; they leaned into the concept, creating literal monster-sized sceptres for their stores and gifting every influencer a real-life version of their own.
Technically, the sceptres have nothing to do with the gem-encrusted eyewear other than complementing it aesthetically and reinforcing the themes of fantasy and opulence. But, at no stage did anyone at the top say: “Oh, we’re not selling the sceptres, so there’s no point making them.”
The direct return may not be quantifiable, but they were a crucial part of the ecosystem that made the campaign so impactful in a challenging market, fresh out of the holiday period.
Their stores also became a unique third space where people from all over lined up to hang out and interact with the visual displays. The staff were so welcoming, encouraging people to have fun and take photos with the dreamy set-up. When I tried on some glasses, I got called kawaii and handed the sceptre to pose with for mirror selfies.
This strategy allowed Gentle Monster to receive promotional content from the influencers they gifted and an endless pool of organic UGC from their customers.
And, judging by the checkout queues that day, let me tell you, this investment in the experience did not seem to compromise their bottom line.
Over my years in Australian retail/advertising, I've seen businesses consistently chasing sales. But, in cases like this, the product sells itself because the campaign prioritised creating a genuine emotional connection through collective nostalgia and joy, and this can’t be achieved without putting your chest into it and challenging convention.
This also goes for Murakami x LV’s launch and other notable brands like Heaven by Marc Jacobs and Coach to name a few.
The reality is: that in a world focused on new, better, and more, it's easy to get overwhelmed and keep one foot firmly planted in what you know and one trying to remain relevant.
Many retailers have fallen victim to this, which results in their brand DNA getting diluted, trying to integrate platforms like TikTok and trends like AI without clear intention, and always remaining one step behind the culture wave.
And what do we have to show for it?
Indistinguishable collections, campaigns that don't cut through and a retail industry being carried creatively by small businesses and creators who aren’t afraid to take risks and stand for something, even if it means not everybody will like it.
On that note! Here are some of my favourite small businesses in Melbourne.