Making the point on style helps answer the recurring question: why Japanese fashion?
What is our prerequisite
On an international basis, we look for brands who have something to say, present good design and express their vision consistently. And we keep in mind the shift brought in by the pandemic: going to the essence. So we put together a capsule selection made of meaningful pieces.
“Less but better” means that there’s a reason for every garment we choose.
We are quite perplexed about the designers’ proposals we have seen lately. We noticed that many brands have lowered the bar offering poor quality and meaningless design, also labelled “sustainable.”
Although some brands show beautiful dreamy lines, these have no context in our lifestyle, at least for now. So, we’ll keep an eye on them.
The Italian situation, specifically, requires a deep analysis.
In short, after the demolition of Italian craftsmanship and after production was dislocated to other countries, Italian fashion is not at its best. Many brands have no soul or remain stagnant, offering no evolution. Those who thrive mainly sell the vision of a sexy woman that sounds too status quo.
What leaves us perplexed is the direction that some international brands, considered the cool ones, are pursuing. If they aim to design a modern style, they repurpose a Japanese aesthetic. And so, the Instagram images are beautiful, but when you analyze the clothing design, you can see where the idea comes from. Brands from Italy, the U.K., or North Europe. They have a large following, but all reveal specific inputs.
Besides, what we find somehow interesting is that those brands sell even to Japanese stores. The Japanese buy their own aesthetic made by someone else.
However, Nippon offered a lot in terms of unconventional and advanced design. The similarity we find among Italian and Japanese cultures is the obsessive attention to detail and style.
But, rather than choosing European brands featuring a Japanese mood, we take the original ones.