"If No Rain No Rainbow" was a creative fashion photography and video project produced in Tokyo, Japan, celebrating color, optimism, and self-expression through Frammy Land’s original raincoat designs.
Bringing together a multidisciplinary team of photographers, filmmakers, stylists, and creatives, the project explored the relationship between fashion, urban culture, and visual storytelling against the backdrop of Tokyo’s vibrant streets.
Founded by designer, illustrator, and multidisciplinary artist Gulsah Hamurcu, Frammy Land is known for transforming original artwork into wearable fashion inspired by creativity, individuality, and joyful self-expression. The project featured the brand’s signature raincoat ponchos, highlighting their colorful visual language within a contemporary Tokyo setting.
Led by creative director Takeki Higuchi, the production combined fashion photography, video, and artistic direction to create a series of images celebrating positivity, imagination, and the idea that beauty can emerge from unexpected moments — reflected in the project's title, If No Rain No Rainbow.
The collaboration brought together international creative perspectives while reinforcing Frammy Land’s long-standing connection to Tokyo street culture, original artwork, and visual experimentation.
Collaboration Details
Project: If No Rain No Rainbow
Location: Tokyo, Japan
Project Type: Fashion Photography & Video Production
Creative Director: Takeki Higuchi
Photographer: Hideya Ishima
Video Director: Anthony Rilocapro
Hair & Makeup Artist: Reina Shiraishi
Models: Momoka, Mayu, Rikarin
Produtcs: Frammy Land Raincoat Ponchos
Founder, Designer & Illustrator: Gulsah Hamurcu