In "FASHION HEADLINE," we asked brands that recently presented their runways at Tokyo Collection to give their own critiques of their Spring/Summer 2013 collections, with the intention of looking back on that year's collections.
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Our fourth guest is designer Matsumoto of "ATOU."
Respondent:
ATOU
Designer Matsumoto Ao
Q1. What new challenges did you take on in your creations this season?
A:
While based on classic ATO items, this season placed emphasis on materials and colors. For example, we used many feminine materials (acetate, cupra, rayon, etc.) to create a variety of outerwear and pants that make use of draped lines. We also used thin, lustrous materials to create items like rider's blousons, a classic example of men's fashion, giving them a dresswear-like appearance.
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Q2. What was the most important aspect of the collection? A: I create clothes, style them, and organize shows so that they fit the wearer's lifestyle, imagining how they will incorporate them into their own lives. Q3. What is your best look or item this season? A: The part that featured variations in texture and color that were introduced in the first half of the collection. Q4. What items were popular with buyers and the press? A: This season, our series of pants with elastic waistbands has been well-received. We offer a wide range of designs and colors in both cotton and wool. The wool pants feature a single pleat on the front for a chic look, while the cotton pants come in a wide range of colors and have a chino-like feel. Q5. How would you rate this season's collection? Why? No answer Q6. Please tell us about your future plans. A: 2013 marks the 20th anniversary of the founding of ATO. I would like to balance creation and business by combining product design that refines the concept and identity of the Atou brand with communication (website, visual tools, etc.).

Q7. What other brands do you think are good?
No answer