The French luxury house Kenzo is one of the most popular high fashion labels worldwide. Since taking over by Humberto Leon and Carol Lim , the pair have made the French fashion house, modernized the brand. In five years, Leon and Lim have really rebranded KENZO.

They’ve collaborated with brands that are familiar with a younger, cooler audience: Vans, New Era, and even the 2016 The Jungle Book film. They’ve also reduced prices to make the label more accessible, adopted a Tiger motif in favor of the house’s floral design, and overhauled KENZO’s visual communications with digitally-driven campaigns—some of which are bizarre and trippy, but remarkably distinctive nonetheless.