Matohu presented their Spring/Summer 2017 collection at Spiral Hall on October 18th during Amazon Fashion Week TOKYO 2017 S/S. The stage, illuminated by plain white lighting, lit up the stage. The models appeared amid the bell-like sounds of a metallophone, and the show began. The theme of this collection was "utsukushi" (beautiful). In ancient Japanese, "utsukushi" did not mean beautiful, but rather expressed something like lovable, cute, or adorable. "I love collecting cute things like folk art dolls and pottery. I believe these things soothe and warm the soul, and have always existed as companions to comfort people's hearts. I created the clothes in this collection, including the details, with the hope that they would soothe and inspire feelings of kindness in those who wear and see them," said designer Hiroyuki Horihata. The jacquard knitwear features "Little One" child figures, houndstooth and swallow patterns, and other elements include peanut-pattern embroidery, draping, lace, and tucks, creating a delicate, feminine style that expresses "beauty." Based on traditional Japanese colors like wisteria, golden yellow, and deep indigo, the collection incorporates a playful touch through the weave and details. Also striking were the use of accessories that convey the warmth of the hands, such as straw hats with a deliberately natural imperfection, and dove brooches inspired by Tsugaru folk art and Shimokawahara-yaki clay dolls. When you spot these items while squinting at the models walking down the runway, you can't help but smile. Simple and understated, they exude a charming quality.

Regarding future developments, they replied, "We plan to complete the 'Japanese Eyes Series' in a few more issues. From wabi-sabi to cute designs like this one, we have assimilated the essence of traditional Japanese thinking in our own way and incorporated it into designs that suit the modern era, creating clothing. We think it's important not to accept old things as they are, but to transform them into something new." The brand name "matohu" is said to mean "to wear" clothes and "to wait" for them to mature. We look forward to continuing to keep an eye on the activities of matohu (Hiroyuki Horihata and Makiko Sekiguchi), who carefully examine Japanese language and culture and weave new sensibilities.