Recommend 6 Japanese cutting-edge trend brands worthy of attention

As early as 20 19 to 2020, at the turn of the old and the new, I believe that many friends will inevitably be full of expectations for the upcoming "202X era" while recalling their life in the past ten years. Although 2020, as the starting point of the "202X era", has brought too many "accidents" to people, it does not prevent us from keeping our expectations for the "new decade" as always.

Embark on a brand-new journey starting with "202X", and the "new" brought by the development of the times is also reflected in the Japanese trend field. Although there have been many "golden signs" in Japanese trends since the 1960s and 1970s, it does not mean that Japanese trends can only leave such an impression in people's minds. Today, we might as well pay attention to some cutting-edge fashions from Japan-in this issue, we have selected six "new forces" cutting-edge brands from Japan, and their brand styles and design languages may give you a completely different "new impression" on Japanese trends.

No.

Do you have a number on your clothes? It should be noted that the "number" here is not a fixed number arrangement, but a cutting-edge fashion brand that appeared in the Japanese trend field in 20 18. Many people think that the design works of no tend to be casual and casual, but the no that can give people this feeling is actually designed for "adults who don't forget to ponder", based on mature fashion concepts, and treated with a more youthful and fashionable style. A few days ago, no officially launched the autumn and winter 2020 works with the design theme of "Klassik". In this series of designs, the naked eye can see the diversity of no design styles. No. CRASIK series has many classic elements, such as Chequer and Scottish tartan. And combined with heavy wool to shape coats, suits and jackets, showing the original British temperament.

On the other hand, modern design elements appearing in Klassik series are not uncommon. For example, the down scarf, which has become a new fashion trend in recent years, has been transformed into a "dual-use" item that can be used as both a vest and a scarf through the zipper details added by NO. Design team; Similarly, in other works of Klassik series, we can also see the shadow of deconstruction and inside-out flip design structure.

No, the interpretation of the theme of "CRASIK" in autumn and winter of 2020 is a kind of "remodeling fashion" which combines classics with cracking, that is, while continuing the classics, it creates a brand-new fashion style by improving the traditional clothing design. As early as next season's Klassik series appeared, many friends may have seen NO. 20 19 autumn Copenhagen Fashion Week, and previewedNo .. Spring and summer of 2020, and they can clearly feel the difference in design style from the "CRASIK" series in autumn and winter of 2020.

Unlike many fashion brands, which have clear and coherent design languages, it is difficult for us to define and completely summarize the specific style of no through one or two designs, which has a lot to do with the brand concept ofNO. NO is not a fashion brand designed by a designer, but a team brand. As the creative initiator of no, designer Takeshi Ichinomiya cooperated with many potential young designers to form a no design team. Every season, No's works are made by different designers with independent themes, and these "anonymous" designers cast a more mysterious veil on NO.

In a sense, the brand concept of no is bold and a little "experimental". Dare to use different designers to set a brand-new style and theme for each season's single product, which is also regarded as "unconventional operation" in people's eyes. It is precisely because of this that no can interpret fashion and trends from a more diversified perspective, often bringing consumers a refreshing visual and wearing experience, and has become one of the "new forces" that cannot be ignored in the Japanese trend field.

M Shi

Whether it is show fashion or street fashion, the application of tannic acid in Japanese trend field is not uncommon. In such a big environment, it is not easy to play "new tricks" on tannins, but giving a new definition to classic things is exactly what M THING, a new Japanese fashion brand, is doing.

Jing Zhi Miyazaki, a designer who graduated from Musashino Academy of Fine Arts, started his personal design brand M THING in the autumn and winter of 20 17, which is different from the concept that many designers pay more attention to "clothing serves daily wear". Keiji Miyazaki said that since university, he has been more inclined to regard fashion design as a "work of art", and this idea can also be seen in M THING's works.

In Mthing's Lookbook for the Spring/Summer Quarter of 2020, the artistic sense of clothing and Miyazaki Hayao's understanding of tannin culture were "magnified". At the same time, Keiji Miyazaki also redefined this culture by combining similar "fishing net" structure and tassel design. If you choose a single item suitable for everyday wear, maybe people will not focus on the design of M THING; However, if we simply appreciate it from the perspective of "beauty", we have to say that Miyazaki Hayao's ingenious thinking on M THING's design is really refreshing.

"Even a pair of jeans will have different feelings because of the different handling methods in its design. In Miyazaki Hayao's eyes, tannin culture has great potential plasticity, and designers are willing to apply more new elements to tannin clothing. One of the most noteworthy is the design of "silicone tanning coat" launched by M THING. After Tan Ning's works were worn by artistic processing, Keiji Miyazaki used silicone materials to "repair" the damaged parts, which made M THING attract the attention of many fashionistas.

Although he has always adhered to his own design concept, Miyazaki Keiji also revealed that he also had moments of "compromise" for the commercialization of the brand. When talking about why he is keen on creating tannin single products by destructive means, Miyazaki Hayao thinks that the cowboy itself was born as a kind of "durable goods", and he prefers to keep the wear and tear of tannin single products caused by natural wear. In order to meet the market demand, Miyazaki Hayao's hand-made details were changed to factory production. Although the technical means have changed, what remains unchanged is Miyazaki Hayao's thinking and understanding of tannin culture.

"Destruction and remodeling" is a hot topic in fashion. Whether it is dismantling and rebuilding a retro work in design, or breaking an inherent fashion concept and giving it new meaning, it is one of its manifestations. M THING's brand language can also be attributed to the "remodeling" of tannin culture. Miyazaki Hayao hopes to find a balance between classic tannins and "innovation" in product design and concept, while maintaining the inherent attraction of this culture, it also adds its cultural connotation. Now it seems that the M incident has taken the first step on this road.

Reply: quaL

From 65438 to 0968, the word "neutral" first appeared in a fashion magazine in the United States, but now it has become a widely used definition by many designers in the fashion field-advocating "gender-free fashion" that breaks the design boundary between men and women. "Unisex" is not a new topic. "Women's clothes are for men" and "men's clothes are for women" will no longer be regarded as "geeks". From the fashion show "sinking" to the market "non-sexism", it is gradually accepted by the public.

"Unisex" is also one of the brand labels of Japanese fashion brand Re:quaL founded on 20 16. When you first come into contact with this brand, many people may be curious about the meaning of its brand name: Re:quaL≡ is actually a combination of "Re" and "Equal", in which "Re" represents a unit in time, making a subtle connection between the past and the present, yesterday and today; "Equality" represents the concept of equality that is not limited to gender and age. Re:quaL≡ is not only a brand name, but also a cultural symbol composed of "re" and "Equal", and the meaning behind it is more intuitively expressed in the form of clothing works.

Re:quaL≡ Whether in the design style of clothing works or in the expression of Lookbook, we have always chosen to present it in an exaggerated and bold way. Wearing skirts for male models has become a "fixed style" in Re:quaL≡ works every quarter. They show unique fashion aesthetics in the design of suits and jackets, such as hollow back and multiple deconstruction. Even in the autumn and winter of 2020, they are decorated with huge bows. The design of Re:quaL≦ adopts "non-sexist fashion" represented by "Equal".

Re:quaL design Another noteworthy thing is that designer Tu Juzhe is also willing to combine bags in fashion design, including some retro bags. Re: qual In the autumn and winter of 2020, traditional Persian blankets were presented in many different forms, such as shawls and skirts. This method of redefining old elements through new design, combined with the creativity of indigenous philosophers, has become a unique brand language of Re: QUAL ≡.

In 20 19, Re:quaL≡ launched a creative activity called "Re:quaL≡Re:craft", and invited ten consumers every month to provide the brand with old clothes that they didn't want to wear any more, but were hard to give up, so Re:quaL≡ redesigned these "old things".

"Creative design is very important for the sustainability of fashion and the personalized fashion of the next generation. As Tujuzhe also said, fashion needs to be constantly added with new elements and given new connotations, so that this culture can remain dynamic forever. Creativity and subversion in the works are the most impressive features of Re:quaL≦. Although Re:quaL≡ is still a "minority" today, the design with such cultural connotation is more worthy of being remembered by people.

SHINYAKOZUKA

Compared with the aesthetic significance of clothing works, I believe more consumers will pay more attention to the "original meaning" of clothing-serving daily life. Based on this concept, many brands and designers draw inspiration from their daily life. Nobuyasuka Kozuka, a Japanese designer who graduated from St Martin's Royal College of Art in London, is one of them.

Based on the concept of "looking for inspiration to create fashion in dribs and drabs of life", SHINYAKOZUKA, a personal fashion brand with the same name, was founded, 20 15. Perceiving the difference between real life and one's own understanding of life is the starting point of SHINYAKOZUKA's creation. But when it comes to SHINYAKOZUKA's design style, SHINYAKOZUKA gives an "uncertain" answer: "I left a blank in Shinya Kozuka's works". 」

Nosuke Otsuka doesn't want the style of Makoto Tsuzuka to be defined, but hopes that Makoto Tsuzuka's works can leave room for free imagination, thus creating a new way of communication between designers and consumers. Since its establishment, SHINYAKOZUKA has always been known for its abstraction of "nothing to clarify", which makes everyone have a different understanding of the fashion connotation behind SHINYAKOZUKA.

SHINYAKOZUKA released a series of works with the theme of "Vagueness in the Ordinary" in the spring and summer of 2020. Based on "ordinary life", I hope people can expand their imagination through this series of works. In order to strengthen this theme, Shinya Kozuka's models in the spring and summer of 2020, which appeared at Lotte Fashion Week in Tokyo in the autumn of 20 19, all covered their real faces with masks. In the case of gender and race ambiguity, people can pay more attention to clothing works than those who wear them.

We can feel a strong sense of "daily life" from Shinya Kozuka's Spring and Summer 2020. No matter the design of T-shirts, shirts or trousers, we have handled them with simple creative means, which will not give people a feeling of "high and low". However, if you look closely, you will find that Shinsuke's "good intentions" in selecting materials, such as the striped elements used in the design of straight pants, have actually experienced more splicing and "distortion" than expected. SHINYAKOZUKA's design highlights are more details than simple presentation. Perhaps in ordinary daily life, it is difficult to perceive the changes brought about by these details, but when you really discover the ingenious thinking in Otsuka Shinzai's design, it is also an "unexpected joy".

Jetta

When it comes to Japan's cutting-edge fashion brands, Jada, founded in 2007, seems to be "off topic". But in fact, it is difficult to find the shadow of Jetta in 2007 in today's design works; To regard Jetta as a new brand in the field of Japanese fashion trends, we should start with the "rebirth" of the brand 20 16.

In 2007, people were still deeply impressed by the fashion field in the "skinny era". At that time, young people on the streets of Tokyo were also keen on narrow clothes and trousers, and Jeda, who was in charge of Fujita, also entered people's field of vision in this way. However, in the spring and summer works of 20 16, Yuji Fujita changed his old style and introduced a wide-body design with a drooping feeling. The concise expression without losing the sense of design has made many fashion lovers feel refreshed, and this series also marks that Jetta has officially entered a "new era".

In fact, both the skinny style before 20 16 and the street-like Jetta we see today are the products of Fujita Hiroshi's design concept of "seeking inspiration from the surrounding Japanese culture and material world". While managing the fashion brand Jetta, Fujita Hiroshi also runs a buyer's shop KIKUNOBU. As a store manager, Fujita Hiroshi has more opportunities to know "what kind of design style young people like now" through the observation of consumers who come to buy a store and the communication between the two parties, which is one of the important reasons why Jetta can adapt to the trend of the times on 20 16.

Jieda's design is based on the dressing style with Japanese street characteristics. 20 19 in lotte Tokyo fashion week, Jetta 20 19 autumn and winter show made a stunning appearance with the theme of "heisei's last Tokyo". 20 1, on April 65438, 2009, Japan officially announced the new year's name "Lijiao", and the familiar "Heisei era" became an eternal "swan song". On the one hand, the choice of such a display theme reflects Fujita Hiroshi's concern about the fashion thinking of contemporary Japanese society; On the other hand, putting the real "popular topic" into fashion design has also invisibly narrowed the distance between Jetta and consumers.

Combining punk elements to present the theme of "youth fashion", Jetta 20 19 autumn and winter show is full of diversified materials, deconstructive aesthetics and "functional fashion" with Japanese street temperament. Young people belonging to the Heisei era ushered in the "last carnival" before the arrival of a new era in this drama. In the end, Jeddah's 20 19 autumn and winter collection also won the Tokyo Fashion Award, which is an important award in the fashion field and the best evidence of Jeddah's success in "transformation". What refreshing surprises will Jetta bring us in the next "new decade"? This can not help but make people look forward to it.

Ardanz

The answer to this question may be found in the Japanese trendy brand ADANS founded on 20 19. Ardanz's brand creativity comes from the word "dance", and the reason why the letter "A" is added as a prefix, manager Xi Juejie said, "This is just my arbitrary idea." Just from the name of the brand, we can get a glimpse of an informal and casual shadow of "youth culture"

Like other young people in their early twenties, Xijue Jack has been exposed to American hip-hop music culture and hip-hop culture since he was a child, and "B-trend", which originated from B-BOY's dressing style and was popular among Japanese young people at that time, was also Xijue Jack's favorite. It is based on this concept that Hijueshuke hopes to present the spiritual core of this culture more vividly in the form of clothing works before it becomes "outdated", and Ardanz's design concept was born: "Clothes made for dancing without any influence".

Ardanz's design inspiration is "sampled" from the daily life of "20th generation youth" like Xijie Jiejie, but it is not expressed in a very daily way. Xijie Jiejie hopes to truly embody the "youth culture" and apply more elements that have never appeared in fashion design to Ardanz's works. In the spring and summer design of 20 19, Ardanz took "netizens" as the theme, and took the applications in iPhone as a single product in different ways. While giving people interesting sensory experience, its deep meaning is actually satirizing the "fragile interpersonal relationship" maintained by young people through the internet.

In a sense, Ardanz's mistakes are similar to those of the Korean fashion brand ADER, which is popular among fashion people in recent years. The playful design method fits the value orientation of young people, making it a popular brand in the market. Today, we can regard Ardanz as the epitome of Japanese contemporary youth trends; But who can say 10, 20 years later, the youth trend represented by Adan will not become the "mainstream fashion"?

We can't predict what will happen in the "new decade" from 2020, and what changes will be experienced in the fashion field; But what is certain is that new things are born every day, new styles are constantly appearing, and the way of thinking of consumers is also changing because of the "innovative actions" of fashion brands and designers. After learning about the above six cutting-edge fashion brands from the streets of Japan, I also hope that you can have a more comprehensive and three-dimensional understanding of the "Japanese trend" in front of the screen and find more things that are not often noticed in this field. As for the future trend of Japan, we might as well leave time to witness it and see you in the next decade.