(* Source: Sam Cassels *) 

TOKYO STYLE CLASH was a project by Publicis Japan for their client BEAMS, done in collaboration with Nick Knights ShowStudio.  It was a chance for Toyko’s most stylish to battle it out and find out if they were HOT or NOT?  A roster of 9 international and local photographers set up studio in the front window of BEAMS' over the course of three days.  With queues reminiscent of the opening of the Apple Store in Ginza, over 1,400 people showcased their personal styles in preparation for the Style Clash!

All the images were then used to create the interactive game HOT OR NOT which randomly paired contestants in the Style Clash that was played out over six weeks on SHOWstudio.com. The celebrity panel along with the voters from all around the world collectively decided who really has the hottest look in Tokyo!!

I hear from Sam that over 1.5 million people played the game.