JAL x Kevan Hall
Journey to Japan — a fashion & travel exhibition by Kevan Hall, presented by Japan Airlines during New York Fashion Week.
The objective: position Japan Airlines as a premier lifestyle and luxury brand through the launch of Kevan Hall's Fall 2025 collection — a first-class experience fusing fashion, travel and culture, spotlighting the elegance and artistry of Japan for luxury tastemakers.
BMF delivered a standout NYFW finale: drawing from Japanese marbling techniques, seasonal aesthetics and natural landscapes, Hall's collection was unveiled in a gallery-style setting — complemented by an exclusive behind-the-scenes screening, elevated in-flight-style service and bespoke Japanese cocktails. Every detail reflected the refinement of both brands, a moment where couture met culture and travel.
NYFW 2025
Where couture met culture and travel — first class, staged as a gallery.
The exhibition
Vignettes / Projection
Fall/Winter 2025
Suminagashi / Kintsugi / Indigo
The consumer journey
Arrival → Send-off
A first-class experience from the moment guests arrived — warm oshibori towels set the tone for a refined welcome into a world of luxury, style and high fashion.
A museum-style exhibition showcased signature pieces from the Journey to Japan collection, while an exclusive behind-the-scenes screening opened up Hall's creative process.
A bespoke menu inspired by the tastes of Japan — handcrafted cocktails and premium Japanese spirits, every pour a refined fusion of tradition and modernity.
As a final touch, guests received elegantly packaged mochi — a traditional Japanese confection and a sweet reminder of the evening.
