Yeye fashion from Japan

There is a lovely, saucy retort contained in this dancey jingle for the Renown clothing manufacturer. The company was named after the battleship that brought Prince Edward to Japan in 1923. With a little less pomp, the company made knits that were popular for their clean look in the 1970s. The gallivanting girls here are known as the “Renown musume,” or daughters/girls. The pop-art graphics spell out “ie ie,” which means “no no” (take that, Serge!), while yéyé, taken from “yeah! yeah!,” sounds affirmatively on the off-beat.

Yéyé was pioneered in France, and had an afterlife in Québec when I lived there. It featured insouciant girl singers like Françoise Hardy, whose lyrics were scripted by considerably more knowing lyricists. I like this CM for its delirious duel of “yes” and “no,” as well as for the graphics.

There is a hilarious–and maybe terrifying–later Renown CM which features 30″ tall women clad in Renown knits leaping across the world’s great monuments and skyscrapers. Here, the seven-league boots, flip-hairdos and giant knit socks stride across the highways, bridges, and public works projects of our national infrastructure…interlocking knits to the rescue!

And look out for the incredible clothes-changing gun!…more fetishy than feisty, though…