Une Nana Cool’s 25th Anniversary: Embracing Your True Self
Japanese innerwear brand une nana cool, born from Wacoal, is celebrating its 25th anniversary with a compelling visual campaign for “Girls’ Encouragement Message 2026.” Headlining this milestone is acclaimed actress Yukino Kishii, who returns as the image model, embodying the brand’s core philosophy of supporting women in their journey of self-discovery.
Since its debut in 2001, une nana cool has consistently championed the brand purpose of “supporting girls’ lives” through its diverse range of innerwear. For this significant 25th year, the brand adopts a powerful theme articulated by author Mieko Kawakami’s poignant copy: “You became you, not an adult, with all your might, just as you are.”
This message resonates deeply, encouraging individuals to shed the confines of societal expectations, whether as a “woman” or an “adult,” and instead embrace their unique identity. It’s a vibrant affirmation of being true to oneself, a concept that feels like a gentle, yet firm, hug from within.
The visual campaign, a tapestry of creative brilliance, was orchestrated by Tetsuya Chihara of “lemonlife,” who handles une nana cool’s brand production. Author Mieko Kawakami once again penned the evocative copy, continuing her collaboration from the previous year. The captivating photography was skillfully captured by Takako Noel, marking her return after a 2020 collaboration.
These inspiring visuals are now showcased across une nana cool’s official brand website, social media channels, and in-store posters nationwide since February 15th. On the same day, a visual movie narrated by Yukino Kishii was also released, adding an auditory layer to the campaign’s powerful message.
Commenting on the enduring collaboration, Tetsuya Chihara shared, “It’s been 10 years since I became involved with une nana cool. I also started lemonlife 15 years ago. I feel like I’ve grown up a little, just like Mieko Kawakami’s writing. I want to continue to do my best with une nana cool, just as I am, with all my might.”
Actress Yukino Kishii expressed her delight, stating, “Congratulations on your 25th anniversary. I am happy to be able to experience une nana cool and Mieko Kawakami’s words again. I will continue to support you as a presence that brings peace and excitement to my daily life.”
Mieko Kawakami also offered her thoughts on the campaign: “It’s wonderful to become an adult, but the adult you are isn’t the only you. I want to look at the ‘you’ within you, and I want you to look at it too. This message for the women who wear une nana cool’s lingerie truly felt like the radiant smile of Yukino Kishii, shining brightly in the present. It has become a wonderful work, and I hope it reaches everyone!”
Photographer Takako Noel added, “With Mieko Kawakami’s words in my heart, Yukino Kishii dancing straight was beautiful. We are almost at a world where all symbols are removed. Let’s meet in a place where you don’t have to prove anything! Fly!”
The Creative Minds Behind the Campaign
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Model: Yukino Kishii
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Art Direction: Tetsuya Chihara
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Copy: Mieko Kawakami
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Photography: Takako Noel
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Hair: Nori Takabayashi
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Makeup: Aya Murakami
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Styling: Kumiko Iijima
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Choreography: Lucky Ikeda
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Movie: Keita Okuda
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Music: Sho Yamamoto
Profiles
Tetsuya Chihara
Born in Kyoto in 1975, Tetsuya Chihara founded the design company lemonlife in 2011. He has worked on diverse design projects, including advertising, branding, CD jackets, drama production, music videos, and commercials. His film “Ice Cream Fever” was released in July 2023. In 2024, he relocated his office to Tokyu Plaza Harajuku “Harajuku Kadokawa,” embarking on a new form of design company that integrates community, shops, and schools in an open space.
Yukino Kishii
Born on February 11, 1992, in Kanagawa Prefecture, Yukino Kishii made her acting debut in 2009. In 2014, she received the 39th Yokohama Film Festival Best Newcomer Award for her first starring role in the film “Grandpa Died.” For the film “What Is Love?”, she received the 43rd Japan Academy Film Prize for Newcomer of the Year, and for “Small, Slow but Steady,” she won numerous film awards, including the 46th Japan Academy Film Prize for Best Actress. Other notable appearances include the films “Young Strangers” and “Mr. Sato and Ms. Sato,” and the drama “Love is Darkness.” In 2026, she is set to appear in the NHK drama “Farewell Hospital 2” and the film “All the Lovers in the Midnight.”
Mieko Kawakami
Born in Osaka Prefecture, Mieko Kawakami received the Akutagawa Prize in 2008 for “Breasts and Eggs.” In 2009, her poetry collection “Sashi wa Sasaru wa Sora Eewa” won the Nakahara Chūya Prize. In 2010, “Heaven” earned her the Minister of Education, Culture, Sports, Science and Technology Award for New Artists and the Murasaki Shikibu Literary Award. In 2013, her poetry collection “Aquarium” won the Takami Jun Prize, and “Dreams of Love, etc.” received the Tanizaki Junichiro Prize. In 2016, “Yearning” was awarded the Junichiro Tanizaki Prize. In 2019, “Summer Story” won the Mainichi Publishing Culture Award and became a bestseller in the UK, US, Germany, Italy, and other countries. Her works have been translated into over 40 languages worldwide. The English translation of “Heaven” was shortlisted for the International Booker Prize in 2022. In 2023, “All the Lovers in the Midnight” was a finalist for the National Book Critics Circle Award. Her latest work, “Yellow House,” won the Yomiuri Literary Award. She has also co-authored numerous books, including “Owls Fly in the Twilight” with Haruki Murakami.
Takako Noel
Born in Tokyo in 1991, Takako Noel is a photographer and visual artist. She graduated from the University of the Arts London and Sophia University. Her work explores themes such as life and death, soul memories, healing, and rebirth. Influenced by shamanism and psychology, her fantastical photographs drift between reality and dreams, leaving a deep and quiet resonance within the viewer. In addition to photo books and exhibitions, she develops her unique worldview in various fields such as fashion and advertising. Her major exhibitions include PH MUSEUM (2023), Kiyosato Museum of Photographic Arts, KYOTOGRAPHIE, and T3 PHOTO FESTIVAL (2025).
A Future of Self-Empowerment in Kawaii Culture
The “Girls’ Encouragement Message 2026” campaign by une nana cool, with its powerful visuals and profound message, represents a significant step in the evolution of Kawaii culture. It moves beyond superficial cuteness to embrace an inner strength and authenticity that is deeply appealing. By encouraging individuals to be “just as you are,” the campaign champions a form of self-love that is both liberating and empowering. This message will likely resonate with a global audience, fostering a broader understanding of Kawaii not just as an aesthetic, but as a philosophy of life that values individuality and emotional honesty. As une nana cool continues its journey, it reinforces the idea that true beauty shines brightest when one fully embraces their authentic self, a timeless message that will surely inspire many for years to come.
