Japanese brands have taken the lead and put fashion on to the next level during Amazon Tokyo Fashion Week.
This year’s look is all about gender equality and unisex style. Top international designers like TOGA and HARE, as well as independent labels like ENHANCE and DRESSEDUNDRESSED showed the world that Tokyo’s trendy fashion scene is not only edgy and cool but also revolutionary.
The rest of the world should follow Tokyo’s direction by promoting gender equality via the unisex look.
Designers: Norio Sato / Seishi Naito
The self-taught Japanese designer, Norio Sato, a former vintage clothes buyer, has been receiving widespread acclaim for his distinctive and innovative approach to fashion.
In 2008 he founded the Cote Mer brand with Japanese pattern maker Seishi Naito. Since then, they have been reinventing vintage materials and silhouettes, by recycling and enhancing them. They have also been experimenting with modern textiles on vintage, one-off garments, which they liken to rare oceanic waves. The Japanese proverb “Ichi-go Ichi-e”, means “once during a lifetime”, and this inspires Sato.
I’m sure all of you have seen a RITA ORA advertisement endorsing Adidas Originals’ products. Her latest campaign was released in February 2016 and it is inspired by traditional Japanese costumes and prints. The series has a wide range of goods to choose from so even the most fastidious of customers will be satisfied by this release. Some of the items include sporty kimono-like jacket, leggings, track jackets, bags, sweatshirts and of course, sneakers.
You would have thought that this was just another Rita Ora collaboration with Adidas Originals, but this time, the release has attracted some controversy. Some people questioned whether a Japanese model or celebrity should have been used instead of Rita Ora to promote this Japanese collection.