LIFE WEAR is new concept introduce by UNIQLO – and in this way saying that all it is about our everyday LIFE rather than only fashion and its trends. FUNCTIONALITY is the key word here. The LIFE WEAR presentation, after Paris and New York finally arrived to Tokyo – divided in 12 sections, spectacularly by Uniqlo Creative Fashion Director Nicola Formichetti, with stunning head-pieces by Kamo-san /Mod`s Hair/ and all under Uniqlo Design Director Naoki Takizawa. I need to admit I have never seen so well “produced” and exhibit any brands presentation so far. I guess UNIQLO is on its perfect way to establish their already strong position as “basic of the basis” every-day-life brand, easily being matched and styled with other trendy pieces – which by their nature come and go. UNIQLO will stay…
S for Silk
D for Denim
CF for Cotton-Flannel styled almost a `la Junya Watanabe catwalk
S for Silk – detail
According to Naoki Takizawa – fashion is a story and for LIFE WEAR “fundamental value is placed in the product. The product is everything. A story is your story.” – well said and I so agree. Fashion is creating the story, and “blindly” following trends you are becoming part of somebody else`s one. LIFE WEAR is a new category in fashion world, or rather our world – but also it is kind of new way of thinking in our modern consumption-times, back to the basis which hasn’t been so clearly defined by any brand for a long time or even ever – maybe only Muji comes up to my mind, in a way.
and what a design!! – USB memory stick containing the whole presentation