KATE, Illustrator Mai Yoneyama, and Music Artist EVE Release Collaborative Music Video

28.March.2022 | FASHION / MUSIC

On March 19, the makeup brand KATE launched the Yoku Collection in limited quantities, featuring a total of six vivid and glittery products. To commemorate the launch, a new song titled YOKU written and performed by singer-songwriter Eve has been released as the collection’s inspiration song! The original music video is now available to watch on Eve’s official YouTube channel.

 

KATE Yoku Collection – ‘The Power of Makeup’ (30-second version)

 

KATE Yoku Collection – ‘The Power of Makeup’ (15-second version)

URL: http://youtube.com/watch?v=mIusuXNPcKk

 

The music video was animated by illustrator Mai Yoneyama, who also provided the package designs for the Yoku collection. “I focused on the colors and effects to show how these products can transform a person’s monochromatic daily life into something more exciting once their desires (yoku) are unleashed,” Yoneyama commented.

 

The newest collection from KATE is being advertised all over Japan, with the newest music video highjacking the massive TV screen in Shibuya. Original LINE stickers featuring the characters from the video are also available now!

 

Mai Yoneyama


Q. This music video’s storyline focuses on freely expressing your desires and becoming exactly who you want to be. With this in mind, is there anything in particular that you focused on during production?

A. The theme of this collection is ‘desire,’ and I wanted to express this common facet of life through different colors and effects. I was really particular about the composition–I focused on the colors and effects to show how these products can transform a person’s monochromatic daily life into something more exciting once their desires (yoku) are unleashed. I used a lot of slow-motion animation as well, so that people could really see the finer details.

 

Q. The theme of this collection is ‘desire.’ What’s something you desire lately?
A. I always have a desire to express how I feel in a way that completely satisfies me. Oh, also, I really want to travel.

 

Q. What’s your favorite product from the new collection? Who would you recommend these new products to?
A. The multi-diamond glitter was really unexpected. I’d never used it before, but it’s exactly what I always hear about cosmetics–once I put it on, I just felt so uplifted! I’d really love to give it to my family and friends who have supported me on this project and loved my work.

 

Q. This is your second time collaborating with Eve. What’s your impression of his work?
A. I was happy to bounce ideas and thoughts off of him. He wrote the music after seeing the illustrations I made, and I listened to his music while I drew the storyboards. I think the two of us were able to create something incredibly true to the theme and we expressed exactly what we wanted to express. I’ve always loved Eve’s sensibility and I’ve listened to his music for a long time, but this collab let me see a different side to him. He becomes more incredible every single day.

Eve

Q. You wrote YOKU to represent the new collection from KATE. What did you focus on while creating the track?
A. I have a tendency to make really powerful songs that turn up the passion to 120%, so I wanted to tone that intensity back this time. I want the listener to feel like they’re floating when they hear it.

Q. How did you come up with the lyrics? What was your inspiration?
A. The title of the song means ‘desire,’ and it made me think about what that really means. In this world with no right answers, I want everyone to develop their own unique style. I want these lyrics to inspire people to follow their own desires without being influenced by the opinions of others. It’s a chance to face yourself and love yourself in your own way.

Q. The theme of this collection is ‘desire.’ What’s something you desire lately?
A. I always want to eat sweets. Lately, all I desire are strawberries.

Q. This is your second time collaborating with Mai Yoneyama. What’s your impression of her work?
A. Yoneyama’s illustrations are incredibly appealing. I love her character’s expressions, the delicate texture of their hair, the strength they exhibit–everything. This video has so many scenes of makeup being applied and close-up shots, all of which pulled me into the music video’s world. I hope everyone enjoys the video and the song together!

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