A G.V.G.V. pop-up event will be held from February 20th to 26th in the main promotion area, Space #2, on the second floor of the main building of Nihonbashi Mitsukoshi Main Store. The pop-up will feature a wide lineup of new spring/summer items.





This year marks the 20th anniversary of the brand's founding, and G.V.G.V. has redesigned its brand logo. Furthermore, the direction of the collection has been completely changed for Spring/Summer 2019.

In contrast to previous styles that emphasized primary colors and street style, the brand will focus on mature work and military pieces, proposing clean, monochromatic coordination.





The 2019 Spring/Summer collection is the first since the brand image renewal. The new collection is inspired by the photo book "VERUSCHKA," which designer MUG came across. This photo book was published more than 20 years ago, and is said to have shocked the world with the concept of "body painting art."


MUG's interpretation of "VERUSCHKA" is incorporated into G.V.G.V.'s new wardrobe. We've picked out some new items that you can coordinate with your winter clothes and enjoy wearing right now! 

G.V.G.V 2019 Spring / Summer Collection

"Trench Coat" ¥92,880 (tax included)

A must-have coat for early spring. We especially recommend the trench coat, which can be worn for a wide variety of occasions. This light green, which reflects the pale, shallow spring light, is fresh and refreshing. The color selection is exquisite—not too masculine, but not too feminine either. While it's still cold, try mixing different materials with a thick Aran sweater and knit pants for a fun look.



"Mod Coat" ¥55,080 (tax included)

This relaxed hooded coat is perfect for the casual, laid-back style we're keeping an eye on. The gentle mauve color, which evokes a nostalgic vibe, creates a truly modern look when paired with masculine pants. It also pairs well with sporty items like thermal tops and sweatshirts.



"Shirt" ¥28,080 (tax included)

Open-collar shirts are one to keep an eye on this spring and summer. At first glance, some might think they're a little too masculine... but once you try one on, that opinion will change completely. This unpretentious design brings out the feminine side of the woman who wears it. In the chilly early spring, one of the joys of open-collar shirts is tying a scarf around your neck or enjoying layered styles.



"Pants" 42,120 yen (tax included)

High-waisted pleated pants are also one wardrobe item you should check out this spring. In addition to classic colors like black and navy, it might be a good idea to choose an airy, light gray like this one for spring and summer. Even when it's still cold, you can create a spring-like mood by adding brightness with these bottoms, even when paired with dark-toned outerwear and black leather boots.



"Mules" ¥32,400 (tax included)

The key to a woman's masculine style is, of course, the feet. As with any style, it's no exaggeration to say that the choice of shoes determines the mood of the outfit. A somewhat masculine style will match the current mood if you incorporate a relaxed feel into your feet. Just the bare skin of your instep peeking through the gap between your pants and mules will give your outfit a light and casual impression. Of course, they also go perfectly with dresses and skirts. A pair of shoes you'll definitely be wearing heavily this spring.



G.V.G.V. is known for its diverse collections, which are inspired by different themes each season, and are often referred to as having no "standards." This season's "masculine feminine" style, presented by the new G.V.G.V., is a mix of masculine and feminine elements, and is fresh and delightful.

We look forward to continuing to keep an eye on the brand's unique worldview, which only MUG can create.