FamilyMart names fashion designer Tomoaki Nagao as creative director

FamilyMart has appointed Tomoaki Nagao (better known as NIGO) as its creative director. NIGO is a globally active creator and a fashion designer known for founding his own fashion brands and his collaborations with French luxury house Louis Vuitton. 

In his new role, NIGO will collaborate with FamilyMart in a wide range of fields, including as creative director for next-generation stores and strategic product categories, supervisor of marketing campaigns. He will also be tasked with the development of next-generation marketing using FamilyMartVision, FamilyMart’s in-store digital signage media.

In addition, NIGO and employees from various departments across FamilyMart will work together to launch the first collaboration between March and May next year.

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NIGO founded his own fashion brand in the 1990s, which quickly gained global recognition and became a cornerstone of the modern street fashion scene, according to a statement seen by MARKETING-INTERACTIVE. In 2010, he launched a new brand titled HUMAN MADE, while also taking on creative collaborations with various companies.

In September 2021, NIGO was named KENZO's artistic director. Meanwhile in January this year, he collaborated with Louis Vuitton for a collection with American singer and producer Pharrell Williams.

His appointment comes as convenience stores in Japan have evolved into a lifestyle infrastructure, offering more than just convenience by catering to changing social trends and customer needs. As such, the collaboration with NIGO will be promoted beyond the established frameworks for convenience stores, added the statement. 

"The partnership with NIGO, who attracts global attention for his diverse creative activities, is very exciting for FamilyMart, which views itself as a convenience store that takes on challenges," said Kensuke Hosomi, representative director and president of FamilyMart.

"Together with NIGO, we will strengthen Japan’s unique sense and spirit, realising our corporate message of 'FamilyMart, where you are one of the family' with the aim of becoming treasured like a family member by customers around the world," added Hosomi. 

Speaking on his new role, NIGO said, "As Japan continues to garner global attention, convenience stores best embody Japan's unique lifestyle and culture. FamilyMart respects creativity and continuously challenges itself to pursue innovation. It is a great honor to announce our partnership with FamilyMart. Together, I hope to bring joy to the daily lives of people in Japan and across the globe."

A+M has reached out to FamilyMart for more information. 

FamilyMart is not the only brand in recent times to appoint a creator as its creative director. In October 2024, Malaysian airline carrier AirAsia picked Regan Matthews (otherwise known as Ta-ku) as its creative director. Ta-Ku is a recording artist at Future Classic. As AirAsia's creative director, he will oversee all aspects of the AirAsia brand's creative strategy. He will also deliver brand experiences beyond AirAsia's airline and travel platform. 

That said, FamilyMart is no stranger to bold moves. In May 2023, FamilyMart Malaysia became the first convenience store chain in Malaysia to obtain Halal certification after it stopped selling alcoholic beverages in all of its 360 stores around the country. The store said that its FamiCafé in Menara U, Shah Alam, received halal certification from Jabatan Kemajuan Islam Malaysia (JAKIM), according to a statement on its Facebook page. 

It noted according to media reports that the decision to remove alcohol from its shelves was an inconsequential one as alcohol beverages were only a minor contributor to its business.

In response to its certification, FamilyMart shared at the time that it was very excited to be Halal-certified and that it will continue to improve itself to enhance the experience of customers. 

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