An installation by the cutting edge Parisian brand "AGANOVICH" will be exhibited at Dover Street Market Ginza. The event was held on the 5th floor of the Ginza Fashion Week (DSMG). Designers Nana Aganovich (hereafter Nana) and Brooke Taylor (hereafter Brooke) visited Japan for the event. We spoke to the two founders of the brand, garnering attention for its conceptual approach, about their creations and the Spring/Summer 2014 collection. Nana Aganovich, originally from Yugoslavia, studied fashion design at Central Saint Martins in London, while Brooke studied philosophy and worked as a writer and essayist. They met in London in 2002 and founded the brand in 2005. Since October 2009, the brand has presented new collections in a presentation format in Paris, and since Autumn/Winter 2012, it has been holding runway shows there. The brand relocated to Paris in June 2012. "Whether it's coming up with the story for the collection or designing, we're always together when it comes to creation. Through repeated discussions, we utilize silhouettes and techniques to pinpoint the worldview of each collection," Nana explains.

After debuting with a conceptual and unique presentation, Aganovich's clothes have evolved with each passing season into designs that are easier to wear. This season, they are also producing their first commercial line.

"Rather than being easier to wear, I think our clothes have become easier to understand. As we have gained experience in designing clothes, we have found a match between our experimental concepts and the reality of the clothing. When we first debuted, people often thought we were making clothes for special occasions like evening wear. But we believe that clothes should be worn daily, and that is what we aim for. We want to make clothes that are easy to understand and relate to, even if the design is complex," the two say.

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