The Spring/Summer 2018 Tokyo Collection Show Week has come to a close, with numerous dramatic events unfolding, mainly featuring various Tokyo-based designers. The following week, at the Tokyo exhibition, there was a brand that made its Japanese debut, presenting a unique worldview with a slightly different approach to those brands. This is mister it., a women's brand created by Isagawa Takuya, who also has experience as a designer at Maison Martin Margiela (now Maison Margiela) in Paris.
Mr. It, whose concept is to "propose just the right amount of extraordinary," is presenting its collection for the Spring/Summer 2018 season in the form of a solo exhibition in a room in a building in Tokyo (running until the 30th). This will be the first time the collection will be fully unveiled in Japan. The theme for each season is to express "the atmosphere and mood felt at that time." Specifically, inspiration comes from expressions of gratitude and small gestures of consideration given to "certain people" who are close to the designer, as well as scenes from their shared experiences. In short, respect for people (and things) is the source of the designs. For example, a dress that is always worn with a crossbody bag has just the right amount of ribbing on the shoulders to reduce damage, a shirt where business cards are often exchanged with people meeting for the first time has an embroidered ♥ mark on the cuffs to provide a conversation starter, and a soft material is used for the shoulders where a baby's cheek rests when held in arms - these are very heartfelt details.

The aforementioned items are developed as one line aimed at mass production. Meanwhile, the collection is made up of two lines, with the other line offering limited edition items made with rare materials such as vintage fabrics and special details. Each item in the latter line has a piece of playing card sewn into a certain part, expressing the desire for the item to be worn cherished without washing.

While the essence of the collection may seem conceptual at first glance, it is based on an unforgettable respect for people and things, and a simple mentality of loving and cherishing things in an age where fast fashion is rampant. The expression is very light-hearted and relatable to real, everyday life.