Three Way-Too-Fun Men’s Fashion Selections Men Need to Experience | GINZA SIX

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Murakami

GINZA SIX EDITORS Vol.14 (Men's Fashion)

It has been 10 years since I started to cover men's fashion in Japan and overseas. In particular, Milan, Paris, and Tokyo fashion shows are always fun every season, and I always work while thinking, "I want to convey this fun to as many people as possible!" So what I want to brush with GINZA SIX is the designer's brand boutique that teaches such "fun of fashion".

"Moskino" is a brand that embodies the "fun of fashion" that I think more strongly and deeply since Jeremy Scott became a creative director.

In particular, the iPhone case, where the ownership rate of Fasshonicsta exceeded 30% (estimated) at one time, conveys the pleasure of wearing it to young people with limited pocket money, and every time you call, you will be excited, It was a catalyst for emotion and communication as conversations with friends were excited.

GINZA SIX stores have a huge shelf imitating three bikers jackets in the world, a bear made of cardboard in a showcase, and after all, `` Fashion is fun! You can experience the feeling.

The bear pochette is stuck with leather, such as expressing corrugated corrugated wood, while it is cut into decoboko with "tekito". You may be angry, but "I'm working hard and stupid." I think this is the most effective way to convey "fashion is fun!"

"Kenzo" is also a brand that strives to convey the "fun of fashion" hard.

A few years ago, when I sent out a sweatshirt with the KENZO logo and the Tiger motif, I was completely captivated by this brand since I interviewed Creative Director Unbelt Leon.

Now the logo is overflowing as an item that “instagrams”, but when asked why he launched the logo item when it was never many, Unvelt taught him about his school days. "For me who went to a country university, the logo T-shirt in the 1990s was longing. And when I passed my sleeves for the first time, I was excited to say, "Oh, I'm also joining fashionable people." The logo sweatshirt wants to be fashionable but I don't know well, but it gently hands out to Imadoki boys who want everyone to recognize. Every time you pass through the sleeves, you will feel confident. It reminds you of the power of fashion.

"Undercover" may have a slightly different atmosphere than "Moskino" or "Kenzo". However, this brand is really comfortable because of the natural nature of Jonio (designer Shield Takahashi).

For example, in the spring and summer of 2017, the theme was "IMPROVISATION", which means "improvisation". It was strangely, "I wear it as I want to wear it. The interpretation of clothes overlaps with the recent idea of "leave it to the person who wears it" (we call it "spontenias"). Looking at Jonio's collection, you can see the current society and what the man living now wants for clothes.

In GINZA SIX's Shops had a line called "The Shepherd Undercover" that Jonio, who started in 2016, wanted to wear on his personal. Don't look like an "undercover" on the chest. ? ), A cute sheep motif. Adult men are natural and have fun passing their sleeves through these clothes.

In addition, small items that are perfect for gifts will teach everyone the fun of fashion.

Text: Kaname Murakami Photos: Naoki Yamadashita Edit: Yuka Okada

Ten short years have passed since I began covering men’s fashion, both here in Japan and overseas. The fashion shows each season in Milan, Paris, and Tokyo are always so thrilling I can barely contain myself. I think of my job as telling as many people as possible, as often as I can, what great fun fashion is. So, it makes sense I’d find excitement in wandering about GINZA SIX. The designer brand boutiques here have so much to teach us about the fun of fashion.

Since making Jeremy Scott its creative director, Moschino, I think more than any other brand, has become a bold and lively embodiment of the fun of fashion.

Their iPhone cases, which at one point were owned by an estimated 30 percent of all fashionistas, convey the fun of dressing up even to young people whose funds are limited. They make every call that much more exciting; they make conversations with friends that much livelier. It’s something that helps generate real emotion and deeper communication.

The GINZA SIX store has a giant shrine-like display in the shape of a motorcycle jacket, said to be one of three anywhere in the world. Another showcase displays bear-shaped leather pochettes with leather fashioned to look like cardboard. Clearly, then, we encounter here the experience of fashion as fun.

The bear pochettes’ cardboard-like wrinkles are realistically re-created in leather. The cuts are rough to convey a casual, carefree flair. Some people may find this annoying or infuriating, but Moschino does their absolute best to be ridiculous. I believe working hard to be ridiculous is the most effective way to convey the “fashion is fun!” message.

KENZO is another brand that does everything it can to communicate the fun of fashion.

Since interviewing the brand’s creative director Humberto Leon several years ago, when the brand launched a sweatshirt with the KENZO logo and a tiger motif, I’ve been a bewitched and captive ambassador for this brand.

The highly Instagram-able logo has blown up now. Before, when the logo was less well known, I interviewed Humberto about his reasons for creating something with a logo. He mentioned his days as a student. “I went to college in a rural area, and I was really enamored with the logo T-shirts of the 1990s. So, the first time I tried one on, I found it tremendously exciting, that I was now among the fashionable.” The logo sweatshirt lends a helping hand to guys now who want to be stylish—want to attract admiration—but don’t really know how to manage this. It confers a confidence every time you put your arms through the sleeves. It’s a reaffirmation of the power of fashion.

UNDERCOVER has a somewhat different feel than Moschino or KENZO, but the brand’s stance of adapting to the trends of the time, precisely because it’s the natural inclination of the brand’s designer Jonio (Jun Takahashi), makes you feel just right.

For example, the items for Spring/Summer 2017 were based on the theme of improvisation, which fit in with our recent thinking: “Wear what you want to wear. What the clothes mean is up to the person wearing them,” which we call spontaneity. Looking at Jonio’s collection, you can see what today’s society and what men living today are looking for in clothing.

At the time of my visit, the GINZA SIX store featured the Shepherd UNDERCOVER line, launched in 2016. This line is based on clothes Jonio would personally want to wear. There’s an adorable little lamb on the chest that’s somewhat un-UNDERCOVER-like (!?). Grownup men just being themselves will enjoy putting on a shirt like this.

The store also has various small items that make perfect gifts. They, too, have small lessons to teach in the fun of fashion.

Text: Kaname Murakami, Photos: Naoki Yamashita, Edit: Yuka Okada

Murakami

Editor-in-chief of WWD JAPAN.com. Born in 1977. Joined the Shizuoka Shimbun newspaper after graduating from Tohoku University, covering accidents, scandals, court cases, and other local news as a reporter in the social affairs department. After resigning from these obligations for personal reasons, studied fashion journalism and other subjects at New York’s Fashion Institute of Technology. Returned to Japan after a period immersed in a Devil Wears Prada lifestyle in New York and joined INFAS Publications. He’s served as Fashion News editor-in-chief, WWD Japan editor-in-chief, and in other similar capacities and has held his current position since April 2017.

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