23/07/2020

Why COMME des Garçons Is Still Relevant

Comme des Garçons is a Japanese fashion label founded and headed by Rei Kawakubo in Tokyo and Place Vendôme in Paris, the city in which they show their main collections during Paris Fashion Week and Paris Men’s Fashion Week.

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The Japanese flagship store is in Aoyama, Tokyo’s high fashion district. The company also has concept stores Trading Museum Comme des Garçons and 10 Corso Como Comme des Garçons in Tokyo, and stores in Kyoto, Osaka and Fukuoka.

Worldwide they have traditional Comme des Garçons stores in Rue du Faubourg St-Honoré in Paris and on West 22nd Street in New York City, as well as stores in Hong Kong, Beijing, Bangkok, Seoul, Singapore, Melbourne and Manila.Since 2004, Comme des Garçons has developed a market-based department store concept stocking its main collections, its other brands such as Shirt and Play, as well as fashions by other designers.

Its original market store, called Dover Street Market, is in London. In 2010, the company opened I.T Beijing Market Comme des Garçons, followed by a new market store in Ginza, Tokyo, in 2012 and New York City in 2013, as well as Berlin and Los Angeles.

Commonly known for its heart-shaped logo with two eyes, Comme Des Garçons Play is Comme Des Garçons’ casual luxury line. It is a more accessible variation of Comme Des Garcons’s other lines.

Directed at the younger market, Play is Comme Des Garcon’s best selling clothes line. After Play made its debut on celebrities such as Kanye West, Pharell Williams, and Justin Timberlake, Play introduced collaborations with Nike, Jordan, and Louis Vuitton and was quickly viewed as a prominent international fashion brand. Perhaps Comme Des Garçons best-recognized branding is the Filip Pagowski-designed heart logo stitched onto Play pieces.

Dover Street Market Group carries both Play products and Comme Des Garçons’s higher-end lines. Comme des Garçons collections are designed in the Comme des Garçons studio in Aoyama, Tokyo and are manufactured in Japan, France, Spain, and Turkey. The company has over the years recurrently associated itself with the arts and cultural projects internationally. The 1997 spring-summer collection, often referred to the “lumps and bumps” collection, which contained fabric in bulk and balls on the garments, led to a collaboration, also in 1997, between Rei Kawakubo and New York-based choreographer Merce Cunningham called “Scenario”.

The 2006 autumn/winter collection dealt with the concept of the “persona” the different ways we present ourselves to the world. Fusing tailored menswear with more feminine elements such as corsets and flower printed dress fabrics, “Persona” was another collection that combined the feminine with the masculine by Comme des Garçons.

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