Have a Great Hair Day...at FLEURI
Introduction
This short film is a branding commercial produced for FLEURI, a hair salon located in Daikanyama, Tokyo. Drawing inspiration from 1980s Japanese television commercials, it recreates the exaggerated visual language and advertising aesthetics of the era. Through a “one-person multiple-role” performance, the film integrates retro special effects, grainy textures, and overtly direct slogans to depict the salon not only as a space for the transformation of personal appearance, but also as a site where beauty is commodified and reproduced.
The work can be understood as a response to Fredric Jameson’s concept of “nostalgia culture.” Rather than simply imitating the past, it performs a flattened reproduction of historical visual codes. By engaging in aesthetic pastiche rather than historical reconstruction, the commercial evokes collective visual memories of the 1980s while revealing how contemporary culture recycles nostalgia as a stylistic mechanism
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