ISETAN x UNDERCOVER x mastermind JAPAN x White Mountaineering x PHENOMENON - Tokyo Summer Madness Collection - Freshness Mag

ISETAN x UNDERCOVER x mastermind JAPAN x White Mountaineering x PHENOMENON - Tokyo Summer Madness Collection

Publish date:

As we enter the summer season, Isetan has initiated the Tokyo Summer Madness Collection, which reflects on traditional Japanese garments. The kimono may be familiar in the West as the traditional garment worn by the Japanese, however its complexity and layering makes it difficult to wear everyday, let alone dress up in during the summer time. A lighter, casual version of kimono, called yukata, is commonly worn in the hot summer season, a popular outfit for going out to watch the fireworks and outdoor festivals in Japan.

Isetan reached out to 10 top designers in Japan to re-appropriate the yukata in their signature styles. The result is a fusion of Japanese garments with an ultra-modern twist. Each designer stayed within the perimeters of the traditional minimalist silhouette, yet updated materials and print designs to offer a contemporary rendition. Brands included in this collection are UNDERCOVER, mastermind JAPAN, White Mountaineering, PHENOMENON, PORTER, TAKAHASHIMIYASHITATheSoloist, WACKO MARIA, GB, G.V.G.V., and minä perhonen. Unfortunately, these items will not be on sale, and will only be on display at The Stage in Isetan Shinjuku in Tokyo for a limited time.

ISETAN Shinjuku Flagship 3-14-1 Shinjuku | Map Shinjuku, Tokyo Japan

Exhibition Dates: July 25, 2012 (Wednesday) - July 31, 2012 (Tuesday)