WEWILL's Fall/Winter 2019-20 collection was presented at P.C.M. Pub Cardinal Marunouchi in Tokyo's Marunouchi TOKIA.
The installation featured models in a regular pub, allowing guests to interact with the collection while sipping drinks. It is one of the few brands in Tokyo that consistently holds its own independent shows each season, rather than during Amazon Fashion Week Tokyo (AFWT) in March.
Their debut Fall/Winter 2017-18 collection was presented in an underground event space on Antique Street in Minami-Aoyama. The second season was held at Chichibunomiya Rugby Stadium, and the previous two seasons were held at Omotesando Hills, a club located underground in a parking lot in Shibuya, as part of the official AFWT schedule. This time, the new collection was unveiled at his home ground, close to his flagship store in Ginza. Each season, presentations at iconic Tokyo locations suggest he is steadily moving toward milestones with a view to global expansion.
This season's theme is "DESK PUNK." Designer Hidetaka Fukuzono explains, "It's punk conceived at a desk. Compared to previous collections, this season is one in which I express my inner self through clothing." While borrowing punk tropes, he avoids violent details such as raw cuts, frayed threads, and studs. Each piece is finished with the same beautiful finish as always.
While jackets and coats maintain the same relaxed silhouettes as before, he also adds a more fitted silhouette to match the theme this time around. Instead of safety pins, vinyl tape printed with the brand logo or the "KROY WEN" logo that has been used since the brand's debut is affixed to various items, adding a subversive touch.
Items that represent punk and traditional British style, such as tartan check, leather rider jackets, bondage pants, mohair knitwear, and glen plaid, are offered with the brand's signature soft and light materials, and the freshness of using bias-striped fabrics. Even the camouflage-patterned coat is presented in natural, botanical tones. Instead of a chain, the collection features a pearl necklace, and the long belt is made of gold metal, giving the impression of sophisticated playfulness and a diverse contemporary feel.
The production made me think that a presentation like this, reminiscent of haute couture, might be more suitable than a runway show to convey the brand's unique urban image and delicacy.
Text by Tatsuya Noda
The installation featured models in a regular pub, allowing guests to interact with the collection while sipping drinks. It is one of the few brands in Tokyo that consistently holds its own independent shows each season, rather than during Amazon Fashion Week Tokyo (AFWT) in March.
Their debut Fall/Winter 2017-18 collection was presented in an underground event space on Antique Street in Minami-Aoyama. The second season was held at Chichibunomiya Rugby Stadium, and the previous two seasons were held at Omotesando Hills, a club located underground in a parking lot in Shibuya, as part of the official AFWT schedule. This time, the new collection was unveiled at his home ground, close to his flagship store in Ginza. Each season, presentations at iconic Tokyo locations suggest he is steadily moving toward milestones with a view to global expansion.
This season's theme is "DESK PUNK." Designer Hidetaka Fukuzono explains, "It's punk conceived at a desk. Compared to previous collections, this season is one in which I express my inner self through clothing." While borrowing punk tropes, he avoids violent details such as raw cuts, frayed threads, and studs. Each piece is finished with the same beautiful finish as always.
While jackets and coats maintain the same relaxed silhouettes as before, he also adds a more fitted silhouette to match the theme this time around. Instead of safety pins, vinyl tape printed with the brand logo or the "KROY WEN" logo that has been used since the brand's debut is affixed to various items, adding a subversive touch.
Items that represent punk and traditional British style, such as tartan check, leather rider jackets, bondage pants, mohair knitwear, and glen plaid, are offered with the brand's signature soft and light materials, and the freshness of using bias-striped fabrics. Even the camouflage-patterned coat is presented in natural, botanical tones. Instead of a chain, the collection features a pearl necklace, and the long belt is made of gold metal, giving the impression of sophisticated playfulness and a diverse contemporary feel.
The production made me think that a presentation like this, reminiscent of haute couture, might be more suitable than a runway show to convey the brand's unique urban image and delicacy.
Text by Tatsuya Noda
