GINZA SIX EDITORS
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Unique editors who are familiar with each genre GINZA SIX aimlessly
We spell way of enjoying that we found on foot.
Three Way-Too-Fun Men’s Fashion Selections Men Need to Experience Three Way-Too-Fun Men’s Fashion Selections Men Need to Experience
Ginza Six Editors Vol.14 (Men' s Fashion)
Come to collect data on men's fashion in home and abroad; and early ten years. We take our ease in every season and cannot help eating Milan in particular and Paris, fashion show of Tokyo and work while always thinking, "we want to convey this pleasure to alone many people!". Therefore it is boutique of designer brand telling such "pleasure of fashion" that wants to swing in GINZA SIX.
"MOSCHINO" is stronger than anywhere else by "pleasure of fashion" that I think of since Jeremy Scot took office as creative director and is color brand embodying densely.
Particularly, streamed down pleasure of pocket money being dressed in the limited young group, and iPhone case that possession rate of fasshonisuta was higher than 30% (estimate) was happy and excited at one time whenever we called and led to emotion and communication when conversation with friend swelled.
In the store of GINZA SIX, huge shelf in imitation of bikies jacket saying three to the world is enshrined, and leather pochettes of bear which we made with corrugated cardboard line up to showcase and can experience sense, after all "fashion is fun!".
Pochette of bear cuts it with "it is suitable" in unevenness while we express uneune of corrugated cardboard and are particular about leather. We may get yelled at, but "work as fool hard". Such a "diligent fool" thinks that o where "fashion is fun!" is method to tell effectively most.
"KENZO is also" brand which struggles to convey "pleasure of fashion" hard.
It is to captive of completely this brand since we interviewed Umbelto Leon of creative director when we sent sweat shirt which treated logo of "KENZO" and motif of tiger several years ago off in the world.
Logos overflowed as item which performed "instagenic" in now, but Umbelto told his school days when we asked reason that proposed logo item when there was not still many at all. For "me who went to university of the country, logo T-shirt of the 90s was admiration. And saying was excited at "aa, this for the first time at time through sleeve when I am joining a group of stylish people"; he. Though want to be dressed up, do not understand logo sweat shirt well, but want all to admit; hold out hand to boy quietly now. The first place that confidence can have whenever we let pass sleeve. He/she lets you realize power of fashion again.
"UNDERCOVER" may be slightly more different in atmosphere than "MOSCHINO" and "KENZO". But stance in line with the current of the times has really good feeling simply because this brand is natural posture of jonio (Takahashi shield of designer).
For example, "IMPROVISATION" which meant "improvising" was theme in the spring and summer for 17 years. It strangely "wear to want to wear. We had interpretation of clothes and way of thinking (we call this "suponteniasu") of these days to say, we entrust to person who wore coming at the same time. Thing which the present society and man living in now demand from clothes is seen when we see collection of jonio.
In Shops of GINZA SIX, line "the shepherd UNDERCOVER" which we wanted to wear lined up in personal jonio which started in 2016. On chest, do not seem to be "UNDERCOVER"; (! ), motif of lovely sheep. It is pleasant for man of adult to let sleeve go through to such clothes naturally.
Petty person who is good to gift tells everybody "pleasure of fashion" elsewhere.
Text: Kaname Murakami Photos: Naoki Yamashita 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
Kaname MurakamiEditor-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.