Style & Design | ON: FASHION

From Kyary Pamyu Pamyu to Emoda, Japanese fashion aims to be accessible

by Misha Janette and Samuel Thomas

Special To The Japan Times

Emoda’s student style

Commercially strong Emoda from the mid-market Mark Styler stable of brands recently collaborated with the Bunka Fashion College in Tokyo, Japan’s best-known fashion education institution, by giving students the opportunity to submit sketches of garments that they wished were on sale at Emoda stores. Now, for one lucky student, the dream is coming true.

The brand producer for Emoda, Ena Matsumoto, chose the competition winner Ohi Yukina, a third-year design student, who will receive the rare privilege of seeing her work go on sale before she graduates. Yukina’s subtly progressive yet minimalist designs are right in line with Emoda’s edict to gently coax street-fashion shoppers into the high-fashion camp, and with prices falling between ¥5,900-¥6,900 even students should be able to afford something from the capsule collection.

Emoda: Emoda x Bunka goes on sale at the Emoda Runway Channel webstore on Nov. 8:


Kyary Pamyu Pamyu branches out to fashion

Ever-popular kawaii (cute) J-pop star Kyary Pamyu Pamyu is launching Kyary Brand, her own fashion line.

In contrast to the wealth of merchandise produced in her image, this series of items, designed by the icon herself, is something of a departure from the cute-saturated excess you would probably expect from the kawaii ambassador. The theme for her first capsule collection is “adult luxe,” and it’s more subtle than her stage wear. But this is Kyary we are talking about here, so with items such as a metallic clutch sporting a pair of lips and a similarly pouting pink satin pouch, her legions of extreme-fashion fans are unlikely to be disappointed.

The collection is currently only on sale at the venues for Kyary’s Crazy Party Night nationwide tour, but it’ll soon be available via her official online store, where the more daring can also purchase any number of giant hair bows.

Kyary Pamyu Pamyu Crazy Party KPP Brand Online Store:

The saints are marching in

Ahead of its official entry into the Japanese market next spring, East London’s high-end brand AllSaints is testing the water with a popup shop in the Osaka Daimaru department store. The brand took off in South Korea last year, and this year Taiwan is also on the cards, putting Japan in the exceptionally unusual position of not being a foreign brand’s first port of call in Asia.

It seems rather odd that AllSaints doesn’t already enjoy a strong presence in Japan. Not only is it celebrated in its U.K. home but it is also hugely popular in a further 11 countries, including America where it proved itself successful enough to justify a place on the New York Fashion Week schedule.

Beyond commercial success, the consistent concept and vision of the brand seem tailor-made for Japan. Every store is decked out in an industrial manner, dotted with antique sewing machines that represent the brand’s commitment to fashion heritage. Such strength of direction is rare at this strata of fashion abroad, but it is a requisite for success in the Japanese market. Add to that a reassuring price point, a shade below the luxury market but still indicative of the quality of craft involved, and this is one brand name that ought to easily slip into the lexicon of the Japanese fashion market.

The All Saints popup shop is open from Nov. 18 to Dec. 30 at Daimaru Shinsaibashi, 1-7-1 Shisaibashisuji, Osaka; 06-6271-1231. All Saints:

Coronavirus banner